COVID-19 has changed consumer behavior for everything from snacking to media viewing to shopping. The consumer’s path to purchase from retailers, in particular, has moved from a physical, in-store experience to an omnichannel one — in which consumers increasingly browse and buy products online and often pick up items curbside or in-store.
Broadly, in-person shopping lends itself more toward discovery, whereas online is more for routine trips (when the shopper knows what they’re looking for). But even though online behavior is centered more on search and lists, retailers have significant opportunities to drive unplanned purchases and maximize baskets.