Report Uncovers Opportunities for Brands, Retailers

The study examines shopper behavior across retail channels over the past decade. 

January 24, 2020

DENVER—As omnichannel offerings continue to blend the physical and digital worlds and shoppers are adapt to seamless experiences, there have been noticeable shifts in the frequency of shopping within specific channels, behavior by demographics and perceptions of value, all uncovering new considerations for brands and retailers entering this next decade.

In the most recent issue of The Checkout, a longitudinal study powered by The Integer Group examines shifts in shopper behavior across retail channels over the past decade, including the evolving value expectations of consumers. Shoppers have evolved their view on value in 2019 compared with 10 years ago. While value is a combination of price and quality, a heavier emphasis was placed on quality in 2019 compared with 2009. This may be because people are becoming more conscious and purposeful with their purchases and the volume at which they purchase.

Shopping habits are becoming increasingly fragmented. Every channel considered to be part of everyday shopping has seen an increase in trip frequency, e.g., grocery and dollar stores both saw a 6% increase in the number of people visiting daily, while convenience and club stores saw 6% and 7% increases, respectively, in the number of people visiting weekly. Retailers should anticipate smaller basket sizes and varying need states depending on the trip driver, which will have implications across store layout, merchandising, pricing and more.

Shifts in shopping expectations and behaviors vary by demographic, revealing data related to trip frequency and attitudes. For example, in 2019, men visited every channel more frequently than women and placed an extreme importance on brand names. And while women are more likely to prepare a list, they indicated a 17% higher likelihood of buying things they did not intend to. Understanding the evolution of these nuanced habits allows for brands and retailers to capitalize on evolving behaviors and attitudes.

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