Therefore, the online grocery trend should be seen as a win-win omnichannel scenario, not a matter of ‘bricks versus clicks.’ Our recommendation to retailers based on these insights is to focus on the complete customer lifecycle and buying journey with an emphasis on driving repeat purchases to build long-term engagement.” “Providing customers with an online channel to shop how and when they want is a key differentiator, as we see with the increasing loyalty of omnichannel shoppers observed in our data. “Because most grocery retailers operate with narrow margins, it’s important for them to find ways to gain more share of wallet while building customer loyalty,” said Chris Koziol, CEO, SymphonyAI. The data suggests that retaining online and omnichannel shoppers, and encouraging in-store shoppers to make online purchases, will yield long-term loyalty for retailers in the new grocery landscape. While SymphonyAI’s research indicated that half of shoppers abandoned the channel after one online purchase, those who remained engaged became more loyal. The findings come from shopper data collected across SymphonyAI’s customer base of leading grocery retailers during Q1 2021, across 421 million baskets. DALLAS – J– SymphonyAI, a leading global provider of integrated AI-powered marketing, merchandising and supply chain solutions for FMCG retailers and manufacturers, today announced research showing that omnichannel grocery shoppers shop more frequently and spend up to 20% more compared to in-store-only shoppers.
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