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RAB Research Archive

Understanding today's omnishopper



It’s been a long time since the general store was the go-to place for consumers to pick up everything they needed from week to week. But variety hasn’t just increased over the years, it’s diversified. And as a result, today’s consumers aren’t just shopping a single channel – they blend channels and shop fluidly according to their unique needs. While this omnichannel approach presents myriad opportunities for consumers, it can be challenging for retailers, particularly because no two consumers – or categories – have the same omnichannel profile.

Source: Nielsen



View or Download: http://www.nielsen.com/us/en/insights/news/2017/understanding-todays-omnishopper.html

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