Omnichannel Shoppers Spend 1.5x More Than Single Channel Buyers, and Are 3x More Loyal Than Digital-Only Customers
Grocery Doppio's Omnichannel Grocery Shopper report reveals omnichannel buyers' shopping and spending habits, as well as how grocers can effectively target these profitable customers.
NEW YORK and MIAMI, Nov. 20, 2023 /PRNewswire/ -- The State of the Industry: The Omnichannel Grocery Shopper report, announced today by Grocery Doppio, presents findings from a study conducted jointly by Incisiv and FMI - The Food Industry Association in partnership with Wynshop. This collaborative research focuses on current trends among omnichannel grocery shoppers.
The report reveals an increasing preference for a hybrid approach amongst American grocery shoppers, with digital experiences playing an ever-growing role. Nearly three in four grocery customers now shop for groceries online at least part of the time. Omnichannel buyers spend 1.5x more every month than single channel buyers and are more than 3x more loyal than digital-only customers.
The Omnichannel Grocery Shopper report reflects interviews with mor than 5,100 grocery shoppers and over 200 grocery executives, as well as data from other Grocery Doppio studies.
Key findings from "State of the Industry: The Omnichannel Grocery Shopper" report include:
"Grocers must improve their understanding of shopping missions," said Gaurav Pant, Chief Insights Officer of both Incisiv and Grocery Doppio. "Customers are using digital channels for convenience, but still value physical stores for sensory experiences and immediate purchase needs."
"Our research finds parents are twice as likely as other consumers to shop online for groceries because of convenience," said Steve Markenson, vice president of research & insights for FMI. "It's important for food retailers and suppliers to keep convenience and relevance in mind when creating online and in-store shopping experiences. These elements are a big part of shoppers' new value matrix."
"Omnichannel buyers are grocers' number one target segment for a good reason," added Charlie Kaplan, Chief Revenue Officer at Wynshop. "Integrating physical and digital channels is the key to loyalty and profitability in the digital age."
The Omnichannel Shopper report is one of many resources available on Grocery Doppio. Grocery Doppio is a free, independent source of grocery insights and data designed to help grocers jumpstart, accelerate, and sustain digital growth. Grocery Doppio brings together research-driven grocery content, fact-based observations, and industry expert perspectives, to deliver a monthly performance scorecard that identifies improvement opportunities for grocery retailers.
To download Grocery Doppio's "State of the Industry: The Omnichannel Shopper," click here.
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