NEWS9 November 2017

Shoppers embrace omnichannel even for small ticket items

FMCG News North America Retail Trends

US – The trend for combining online and physical shopping is increasing, with these habits growing even for everyday items, according to GfK’s latest FutureBuy report.


The FutureBuy report covers 35 countries and 18 major product categories and found that in beauty and personal care 40% said they use both in-store and online resources, in packaged goods it was 23% (up from 14% in 2016 ) and in household washing and cleaning products its was 25% (up from 15% in 2016 ).

Shoppers are almost twice as likely ( 38% versus 22%) to report that they researched a product online and then bought it in a store (‘webrooming’), as opposed to researching in store and then buying online (‘showrooming’).

Among those who bought in store, nearly half ( 47%) cite the ability to see the item before buying it as a key reason. Getting the product sooner is also mentioned frequently ( 43%), with the ability to buy something as part of routine shopping coming in third ( 35%).

For shoppers buying online, saving money is the most common reason – mentioned by more than half ( 54%) of online purchasers.

Joe Beier, executive vice-president of GfK’s shopper and retail strategy team, said: “Across all product categories, Asia Pacific shoppers tend to lead in embracing omnichannel strategies – but the US is catching up. US shoppers now use digital devices for obtaining even everyday needs – but they still rely on stores to be there for browsing and purchases alike.”