A new survey provides insight into the demographics and behavioral drivers of omnichannel consumers.

The latest Omnichannel Special Report from 84.51°, the Kroger data analytics subsidiary, indicates that surveyed omnichannel shoppers are primarily millennials, often with children, and are highly engaged with natural and organic products.

While the survey shows that respondents frequently shop online, 83% of their trips still occur in-store. More than half (55%) shop mostly online with some in-store visits, while 25% primarily shop in-store with some online purchases.

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