The post-pandemic omnichannel retail landscape looks vastly different than it did in 2019. With consumers stuck inside their homes for months on end, online shipping, curbside pick-up, contactless delivery and more options surged. And even though the threat of Covid has greatly diminished, shopper’s expectations have not.
SmartCommerce just released its 2024 Omnichannel Insights Report, zeroing in on post-pandemic shopping trends for grocery, homecare goods and beverage alcohol.
Omnichannel Grocery Shopping Insights
While only 1% of consumers shopped online for groceries in 2016, the SmartCommerce report found that this percentage has increased significantly — and that trend is here to stay.
While 38% prefer to shop all in-store, another 37% of consumers blend online and in-store, according to the report. About 13% opt for online and delivery, and 12% choose online and pick-up. Altogether, that’s 62% of consumers using some form of online shopping method, showing a clear trend towards digital convenience.
Interestingly, 41% of shoppers buy groceries online weekly and only 16% never shop online for groceries, the report states.
Age and gender also play roles in shopping preferences. The report found that younger and older consumers lean towards traditional in-store shopping, while middle-aged adults prefer mixing it up – using both online and in-store options for flexibility.
Men and women also show some differences. More men (42%) use a combo of “online and in-store,” whereas more women (39%) stick to “all in-store.”
Convenience is King
Convenience stood out as a key factor for shoppers, according to the report, who said that they appreciate user-friendly apps, having options of ways to shop and personalized service. Fifty-seven percent of survey respondents feel that having multiple shopping channels available – such as in-store, online and pick-up or delivery – enhances their shopping experience for groceries, personal care items and alcoholic beverages.
When it comes to online shopping, smartphones clearly are the go-to choice, the report states. This is true across all age groups, from young adults aged 18-24 to those over 54, showing just how widely smartphones are embraced for buying groceries and consumer packaged goods.
In-Store vs. Online Shopping Preferences
When it comes to grocery shopping, the report found that those who prefer going to the store have clear reasons:
- 72% like picking out their own fresh items
- 54% believe they are more likely to discover new things
- 43% believe they find better deals in-store
Meanwhile, online shoppers have their own reasons:
- About 51% say they avoid impulse buys online
- 49% like that their preferences are saved for easier shopping
- 34% think they get better prices
- 24.5% say they are more likely to discover new products online
An interesting insight from the report details that when it comes to buying CPG and consumable items like grocery, personal care/home care and alcoholic beverages, 30% of consumers state that it is important to them that the retailer also has a physical store.
A Desire for Impulse Purchases
The survey revealed interesting differences in impulse buying behaviors, depending on whether consumers were shopping online or in-store. Most (73%) believed they tend to make more spontaneous purchases when physically browsing in-store, while 27% said they are more likely to buy on impulse while shopping online – but this varied by age.
While some respondents said they actively choose to shop online in order to avoid making impulse purchases in-store, many of these same customers later noted that they choose to shop online because they think they are more likely to discover new products.
The report also found that women showed a stronger tendency to make impulse purchases in-store compared to men. Additionally, younger shoppers were more likely to give in to online impulse buys than their older counterparts.
Omnichannel Preferences with Alcohol Beverages
When it comes to buying adult beverages, the report found that men and women have some interesting differences in their shopping habits. Women tend to prefer shopping in-store, with 69% choosing this option. Also, of those who do shop online, 41% of them don’t prioritize delivery when buying these items.
On the other hand, 58% of men only shop for alcoholic beverages in-store, according to the report. Among those who do shop online, 45% find delivery important to them.
In terms of frequency of shopping in-store, women do so monthly at 24% and weekly at 18%. For men, the numbers are higher, with 30% shopping monthly and another 30% shopping weekly in-store, the report states.
Even though shopping preferences can differ depending on demographics, one thing is clear: convenience is key to keeping customers happy. They want to be able to purchase products when and however they desire. Meeting shoppers where they want to be can help your business succeed in today’s competitive market.
