Online and in-store shopping are increasingly connected, indicates research from Kroger Precision Marketing powered by 84.51° that shows how omnichannel shoppers are balancing convenience and control as they move across digital and physical shopping experiences. Highlights include:

• 39% of those surveyed discover products online and then buy them in-store.

• 34% discover products in-store and later purchase them online.

• 30% search for coupons on their phones while shopping in-store.

• Fill‑in and urgent trips are primarily in‑store experiences, with shoppers entering the store to solve an immediate need.

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