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Winsight Grocery Business: Convenience, accuracy are keys to capturing omnichannel shoppers

February 22, 2023

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A new report from Kroger-owned data company 84.51° offers a profile of "hybrid shoppers."

Omnichannel shoppers, also commonly referred to as hybrid shoppers, combine in-store and online shopping and make up approximately three-quarters of Kroger's customers, according to a new report from 84.51°, the Cincinnati-based grocer's data and media company.

According to 84.51°’s February Consumer Digest study, which surveyed Kroger customers over a 52-week period, omnichannel shoppers are more likely to be Millennial, have children and place a higher value on natural and organic products than the average customer.

They largely expect the experience between online and brick-and-mortar shopping to be consistent. About two-thirds of omnichannel shoppers said they expect the pricing and coupons to be the same between online and in-store purchases, and 61% expect consistency in the quality of the products purchased using the two different shopping methods.

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