The takeover of omnichannel grocery marketing isn’t surprising. What may be surprising is the diversity of today’s omnichannel platform. A recent Amazon/studioID survey investigated constantly evolving omnichannel solutions, revealing four major consumer shifts.

This playbook presents how the composition of the e-commerce shopper has evolved during the pandemic. From what-to-what may defy expectations, indicating why grocery marketers have reformulated their plans to account for greater generational diversity. This playbook presents collective insights gathered from more than 250 top grocery retailers, including:

• How advertising agility gains prominence as emerging formats take center stage as investment priorities
• How shopping ease and convenience have evolved by demographic into a broad mix of virtual and in-store experiences
• How top grocery retailers have reshaped their 2022 marketing strategy to better reflect unexpected 2021 advertising trends

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