How omnichannel shoppers divide their allegiances between e-commerce and brick-and-mortar stores

Omnichannel shopping is retail’s answer to polyamory, with consumers having fidelity to neither online nor in-store shopping, but rather genuine feelings for both. And to have a fulfilling relationship with these ENM-esque shoppers, retailers want to know when they go out, when they stay home, and how best to communicate with them.

Now 84.51°, a Kroger company that gathers data on omnichannel shoppers, whom it defines as those who’ve shopped both online and in-store at Kroger in the past 52 weeks, has some insights on what they like…and their dealbreakers.

Perhaps the most striking finding from 84.51°’s latest report, based on data gathered in February, is just how equally divided these omni-shoppers (as the company dubs them) are:

• Among omni-shoppers, 40% do most of their shopping in-store, 40% do most online, and 20% shop in-store and online equally.

Should I stay or should I go? One way that omnichannel shoppers’ behavior can be revealing: It helps illuminate the advantages and disadvantages of both modes of shopping. For instance, when asked why they sometimes choose to shop online:

• 58% said it’s less stressful to shop online than in-store, up from 39% in 2023.
• 53% said it’s the ability to stay away from crowds, about the same (51%) as last year.

As for why they sometimes choose to shop in-store, on the other hand:

• 56% said they preferred to pick their own grocery and household items, compared to 46% in 2023.
• 51% said they don’t want to pay extra fees for delivery or pickup, up from 33% last year.

Ripe for the clicking: There also are categories of products that omnichannel shoppers prefer to buy online versus in-store.

For instance, hand-picking toilet paper or paper towels in Aisle 5 is not a priority: 76% of omni-shoppers said they prefer to order paper products online for either pickup or delivery. Ditto for shelf-stable groceries (75%) and household cleaning products (72%).

But they’d like to pick their cupcakes and avocados, thank you very much—77% prefer to purchase fresh bakery products in-store, along with produce (75%) and items from the deli, meat, or fish counter (74%).

Mystery solved: What does 84.51° refer to? The degrees of separation between you and smoked bacon? The ideal temperature for a beach day? Nope. It’s the longitudinal location of the company’s Cincinnati office.