Nielsen is out with a report saying that "now that 44% of American households are actively buying food both on- and offline, the industry needs to focus more on the consumer and less on the physical channel … at the end of 2019, more than 54 million U.S. households had transitioned to true omnichannel shoppers. That’s up 14% from just two years earlier, and it means that it’s time to put the consumer - not the channel - at the center of the equation."
Indeed, the report notes that a study produced by Nielsen and FMI "forecasts that 74.7 million U.S. households will be omnichannel shoppers by 2025. And between now and then, each additional million omnichannel households will add another $8.4 billion in sales."
- KC's View:
The report reiterates something we say around there a lot - that "the evolution of fulfillment and auto-replenishment infrastructures will be primary growth drivers toward 2025."
Retailers that don't think about consumers first and operations second, and that don't look to address the auto-replenishment opportunity (that Amazon has exploited so cannily with Subscribe & Save), may find themselves in a competitively untenable position.