l One-stop-shopping has clearly become an outdated term, since three-quarters of today’s consumers shopped in five or more channels this past year to meet their consumer packaged goods (CPG) needs, according to Times & Trends report, Channel Migration: A New Turning Point in Consumer Shopping Patterns, from Information Resources, Inc. (IRI). CPG channel migration has reached a crossroads as grocers are successfully maintaining market share, and supercenters are now gaining share from traditional mass merchandise stores.
Price and promotion are critical tools in the cross-channel battle for non-foods. Categories with strong cross-channel competition are typically high-ticket items where consumers seek deals, such as beauty and personal care. With the exception of healthcare products, consumers