It’s long been argued by Target, Walmart and other retailers that their most valuable customers shop in both their stores and on their websites. If that’s true for other retailers that sell groceries, then recent research shows that the ranks of the most valuable customers is growing significantly.
Half of all in-store supermarket shoppers have also ordered groceries online in the last 30 days, according to the “2020 U.S. Online & In-Store Grocery Shopping Study” from the Retail Feedback Group (RFG). Younger consumers trend higher in this regard: Gen Z (66 percent), Millennials (61 percent) and Gen X (52 percent). Fewer Baby Boomers (37 percent) and members of the Silent Generation (38 percent) ordered groceries online while also having shopped in stores.