An "Omnichannel Special Report" from data insights firm 84.51° examined who omnichannel shoppers are, where they shop and some of the reasons why they choose to shop in-store and online.

84.51° helps The Kroger Co. and its partners create customer-centric shopper journeys, unpacks the continuing effect of omnichannel on consumer behavior, based on real-time insights surveys.

The base used for the study included only those who shopped both in-store and online at Kroger — also called hybrid shoppers — over a 52-week period.

According to the report, this shopper is likely to be a millennial or of Generation Z, engaged with natural and organic, more likely to have children and is focused on convenience, compared to the average grocery shopper. With only 40% of omnichannel shoppers saying they shop mostly online, these shoppers still make 83% of their trips in-store versus pickup or delivery, the report said.

Forty-six percent of omnichannel shoppers said that they spend less time ordering online compared to in-store. Over 80% of these shoppers who use pickup and delivery cited convenience as the reason for doing so.

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