Omnichannel Shoppers Seek Fresh In-Store

Roughly 75 percent of shoppers who buy groceries both online and in-store prefer to purchase fresh produce, bakery, dairy, and meats in-store, according to a report from Kroger’s analytics arm 84.51º. “Consumer Digest: Omnichannel Trends February 2024,” focuses on who omnichannel shoppers are, where they shop, and some of the reasons why they choose to shop in-store and online.

The report found that last month, omnichannel shoppers chose to shop online for the following reasons:

• Fifty-eight percent said it's less stressful to buy online than in-store, up from 39 percent during the same time last year.

• Fifty-seven percent said that it has become their preferred method of shopping, up from 28 percent during the same time last year.

• Fifty-three percent said it allows them to stay away from crowds, up from 51 percent during the same time last year.

• Fifty-three percent said it saves time and/or money, up from 52 percent during the same time last year. 

When omnichannel shoppers shop online, findings show that over 80 percent cite order accuracy and availability as important drivers; 23 percent said that, if items are out of stock, they will shift their spending elsewhere.

A lot hinges on retailers having the right items in stores: four percent of respondents said that they will switch their entire cart to a different online retailer that has the out-of-stock item in stock.

When looking for what to put in their cart, omnichannel shoppers use the store website and app for inspiration, according to the report. They also turn to social media, cookbooks, store emails, and other blocks or websites to find grocery items.