Contextual commerce platform Chicory has announced the results of a new survey into omni-channel shopper behaviour.
Chicory offers a platform for consumer packaged goods and grocery brands to provide “hyper-relevant” advertisements to consumers as they plan recipes and make grocery purchases.
Surveying over 700 American consumers, the company’s new study The Impact of Store and Brand Loyalty in the Omnichannel Shopper's Journey revealed how brand loyalty influences shopper behaviour across the customer journey.
The standout finding was that brand and store loyalty is more important to online-only shoppers, with 93% of them having specific brands in mind when creating shopping lists. Chicory said that made them 3.5 times more likely to be loyal to brands, and 14.7 times more likely to be loyal to a grocery store.
Other key findings included the fact that:
- 47% of respondents had shopped both in-person and online within the past 60 days - with 42% having shopped in-store only and 11% online only
- Price is the most important driver of brand swaps at 52% of respondents. For repeat purchases, 21% of respondents considered taste to be the most important, followed by Nutrional health at 13%
- The consumer journey frequently starts off-platform, with 57% of respondents who had not visited a retailer’s website or app still doing meal planning online
"The omnichannel experience offers brands and retailers countless consumer touchpoints, leaving them wondering where to focus their efforts," said Chicory Co-founder and CEO Yuni Sameshima.
"According to our latest survey, the answer is clear. Online shoppers are more loyal than in-store shoppers, making it a priority for brands and retailers to reach digital shoppers where they know they'll be, like meal planning on a recipe site. This type of off-platform targeting will help reach new buyers and increase customer lifetime value."
