“One-stop-shopping” has clearly become an outdated term: three-quarters of today’s consumers shopped in five or more channels this past year to meet their CPG needs. Multi-channel shopping is now the norm.
Consumer drive for convenience and value pricing, coupled with the industry’s increased points of access and aggressive price/promotion strategies have fueled channel migration for the past decade. The result has been sizable consumer spending shifts across channels – with the dominant flow from grocery and traditional mass merchandisers to supercenters.
These steady, long-term trends have reached a turning point. Channel migration is showing signs of slowing. Supercenters appear to be pulling share predominantly from traditional mass merchandiser stores, while grocers have successfully maintained share.