In CNBC we discuss the evolution of the omnichannel shopper and what our latest research uncovered about this growing majority and the opportunities that lie ahead for retailers.

Borrowing a term from the tech world, where “power users” are those who masterfully navigate software tools beyond the average user, these shoppers are the masters of modern retail. They’ve skillfully woven digital conveniences like online orders and in-store technology into their shopping routines. Yet, despite their shopping superpowers, many find themselves at odds with the physical stores they frequent. ChangeUp’s recent survey of 800 grocery shoppers underscores a growing disconnect between these sophisticated shoppers and grocery stores lagging in innovation.

The evolution from omni-channel to power user

The term “omni-channel” has been tossed around in retail circles for years, often losing its luster from overuse. Enter the power user—an evolution of the omni-channel shopper. Our research reveals that nearly half of grocery shoppers (47%) now fall under this category. These individuals are not mere dabblers; they are strategic navigators of both online and in-store environments. They’re the ones who, armed with their smartphones, expect an effortless integration of all shopping avenues. Consider these insights about power users:

• An impressive 77% visit physical stores weekly, with 40% making multiple visits during that time.
• 72% rely on brick-and-mortar stores for their major stock-up trips.
• 32% anticipate increasing their physical store purchases over the next few years.

These figures tell a compelling story: despite the digital revolution, power users find immense value in physical stores. However, their expectations have soared beyond what these stores currently offer.