Multichannel shopping in 2021 – shopper missions compared

Michael Freedman
Senior Shopper Insight Manager
@IGDShopperNews

This report looks at how shopper missions compare across channels including supermarkets, hypermarkets, online, online quick commerce, variety and food discounters, convenience for:

  1. Food to go
  2. Evening meals
  3. Main shop
  4. Top-up shop
  5. Non food
  6.  Health and beauty.

The report looks at time spent on missions, drivers of store choice for missions and time of day and day of week for missions. the results are compared to 2019.

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