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International Omnichannel Retail Report 2021

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Now more than ever it is crucial for retailers and brands to understand the dynamics at play influencing shoppers within the retail industry. No single event has had a more profound impact on shopping attitudes and behaviors globally than COVID-19, raising the stakes for retailers and manufacturers to better understand direct competitive forces, cross channel interplay between online and brick-and-mortar outlets and how behaviors will normalize post-pandemic. 

This YouGov report features research executed across 17 global markets focusing on how top brands are excelling within the largest benefit spaces and overcoming barriers to drive greater penetration and trip visits. 

Check it out now for insights including: 

  • Both brick-and-mortar and online channels are pervasive with shoppers, with an average penetration across markets of 86% and 81%, respectively; 
  • Most shoppers globally use both online and brick-and-mortar to meet their needs, with nearly three-quarters (74%) having made purchases through both channels in the past three months; and 
  • Channel reliance varies depending on product types, as essentials are more likely to be purchased in brick-and-mortar (78%) than online (57%), while discretionary items are more often bought online (72%) versus in-store (57%). 

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