How to maximize retail media impact with omnichannel shoppers

Today’s omnichannel shoppers have distinct preferences and expectations. In the latest issue of the Consumer Digest, we uncovered insights into how omni-shoppers navigate between digital and physical channels, as well as their preferences and expectations. We also outline opportunities to act on these insights and connect with shoppers.  

Understanding today's omnichannel shopper

A deep dive into omnichannel shoppers’ preferences and behavior revealed several key insights: 

• Omni-shoppers make 83% of their trips in-store and 17% of trips are pickup/delivery 

• Meat, bakery and produce top the types of categories omnichannel shoppers prefer to shop in-store  

• 79% say digital coupons are their favorite feature of online grocery  

• 42% say a ‘personalized shopping experience’ is very important (T2B) when shopping online at Kroger 

From insights to activation

These omnichannel insights reveal strategies for brands to connect meaningfully with shoppers: 

1. Be purposeful in engaging shoppers anytime, anywhere. With omni-shoppers primarily shopping in-store in addition to using pickup/delivery, brands need strong in-store experiences that complement digital platforms. Using a combination of search, on-site display and in-store advertisements can reach 4X more unique households than relying on a single channel. This layered approach ensures brands connect with shoppers regardless of their preferred shopping method.   

2. Highlight your entire portfolio. It can be hard to keep your product line-up visible everywhere. New ad formats such as Promoted Product Carousels can help amplify products and offers on Kroger.com and the Kroger app. This portfolio-driven approach allows brands to tell a complete story—whether it’s for seasonal promotions, innovation launches or meal solutions—and drive more items to shoppers’ carts.    

3. Reach consumers wherever they spend time. Ensure precise audience strategies work together whether shoppers are browsing the retailer's site or seeing your ads elsewhere online. For instance, complement on-site placements with off-site programmatic solutions that reach potential customers across connected TV, social platforms and other digital environments where they spend time.   

4. Understand true impact. Move beyond basic attribution to accurately measure marketing performance. With our new incremental programmatic measurement capability, only the true sales lift driven by an ad is credited, giving brands a more accurate view of its impact.  

The path forward

The lines between digital and physical shopping have blurred; embracing an insight-driven retail media strategy allows brands to create cohesive, personalized experiences that resonate with today’s omnichannel shoppers, driving meaningful results and fostering long-term customer relationships.   

There’s even more to learn in the 84.51° Knowledge Hub –a comprehensive library offering insights into retail data science, shopping habits, brand loyalty and other key topics.