The omnichannel shopper will reshape the future of retail
The pandemic has allowed shoppers to become more familiar with the wide choice of conventional and new retail services. But, it is useful to try and identify the persona of this new shopper and ask what impact omnichannel will have on future industry growth.
Based on the average number of channels visited, Kantar has segmented Latam shoppers into three distinctive groups. We call these Cautious, Willing and Experienced.
As digitalization evolves and shoppers are offered more diverse channels, omnichannel will continue to grow in use and popularity. But, just how influential will it be for future growth?
Over the last two years (2020/1), the percentage of ‘experienced’ shoppers has increased following the pandemic. They represent 36% of shoppers and 40% of total FMCG spend in the region. Perhaps more importantly, this group of omnichannel shoppers has contributed 79% value growth of the FMCG basket compared to pre-pandemic times. Today, they represent the most enthusiastic group of online shoppers, having adapted to new routines and embraced modern technologies.
