For Household Products, Omnichannel Is on the Rise

More shoppers use in-store and digital

November 8, 2017

The way consumers shop for household products is shifting steadily to an omnichannel approach, according to a new GfK study.

The report found that 25% of internet users surveyed said they shopped for household cleaning products both online and in stores this year, an increase of 10 percentage points over 2015. 

The study found similar increases for packaged foods, beauty products and health products. And more than two-thirds of respondents said they were omnichannel shoppers for toys, up 5 points from 2015.

The survey also found that webrooming—seeing a product online and then buying it in-store—continues to be considerably more common than showrooming. In 2017, 38% of those polled had webroomed in the past six months, while 22% had showroomed in that period. Those levels have changed little over the past two years.

Both the showrooming and webrooming activity levels found by GfK are lower than other recent surveys. For example, in a September survey from Euclid Analytics, significantly higher percentages of smartphone owners across age groups reported showrooming.  

On the webrooming front, a Market Track survey—also conducted in September—found that fully 76.4% of internet users said they plan to check prices digitally before shopping in-store this holiday season.