The “Say vs. Do” Gap in Omnichannel Shopping
August 28, 2023 | 1 min to read
At 84.51°, research reveals a disconnect between what omnichannel shoppers claim about their shopping habits and the actual data. While 36% state they predominantly shop online and 33% in-store, analysis shows dedicated e-commerce shoppers still make around 40% of their grocery trips in-store. Understanding these “say versus do” gaps is essential for meeting the evolving needs of today’s shoppers.
Understanding how omnichannel shoppers prefer to shop and their purchase patterns are necessary to meet shoppers where they are today. At 84.51°, we’ve uncovered some discrepancies between what omnichannel shoppers say they do and what the purchase data reveals. Identifying these “say versus [PS1] do” gaps is key to truly understanding the omnichannel shopper.
Uncovering the true in-store and online split
When it comes to buying groceries online or in-store, 36% of omnichannel shoppers say they mostly shop online and 33% say they shop mostly in-store[PS2] . An analysis of the percentage of shopping trips by modality and ecommerce loyalty shows that even dedicated ecommerce shoppers complete about 40% of their grocery trips in-store.
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