Video: Omnichannel strategies pay off for retailers

Following up on our recent podcast, Barbara Connors, vice president, Commercial Insights at 84.51°, joined us for a video conversation about the current state of omnichannel shopping and e-commerce. 84.51° is a retail data science, insights and media company that helps The Kroger Co. and its partners create customer-centric shopper journeys.

“Based on research that we just conducted at the beginning of this year, we really looked at 2021 and its entirety and compared that to during the the height of the pandemic in 2020 and pre-pandemic,” said Connors (left). “And as we looked at the state of omnichannel shopping and where we are today, it really has come a long way, the rate of hybrid shopping. We define that as consumers that are using both e-commerce and in-store to fulfill different needs. That number of shoppers is now twice as high as it was pre-pandemic.

Furthermore, Connors said, “When we ask consumers, what do you anticipate going forward into this year, 85% of them say that they plan on either maintaining this accelerated rate or increasing it even further.”

That’s good news for grocery retailers who have gone into e-commerce full throttle over the past two years, and an encouraging sign for those who are just embarking on their omnichannel journey. For more insights from Connors and 84.51°, watch the video interview above.