Title
Millennial Segmentation in Omnichannel Grocery Retail
Category
Concept & Formula
Description
Socially conscious omnishoppers are groceries retail buyers who have a subjective social focus, namely they want to get appreciation from the community by following existing trends, this makes social omnishoppers likely to be trend followers and not trendsetters.
Pragmatic omnishopper is very concerned with convenience and is not too influenced by the community and also doesn't really care about the features offered in the omnichannel, they only want the convenience and efficiency of the omnichannel. They want a seamless in and out shopping experience.
Performance-hunting omnishoppers consist of consumers who prioritize performance above all else, for them an attractive retail omnichannel concept is one that increases their productivity and effectiveness when shopping, this can be in the form of lowest prices, the ability to compare or see price trends.
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