Understanding the Omnichannel Trend, Current Consumer Shopping Behavior

Mengenal Tren Omnichannel, Perilaku Belanja Konsumen Masa Kini

"Understanding Omnichannel Trends, Current Consumer Shopping Behavior"

Understanding the Omnichannel Trend, Current Consumer Shopping Behavior

"Dream - The Covid-19 pandemic and technological advancements have changed many human behaviors in interacting. Not only communication methods, but shopping habits have also changed. However, these changes do not necessarily kill the old system. The presence of a new shopping model only complements the existing shopping methods."

After offline shopping was temporarily displaced by online shops, now the term omnichannel shopping style has re-emerged. This new way of shopping becomes a bridge for consumers who still rely on both online and offline shopping patterns.

Regional Account Director Worldpanel Division, Kantar Asia, Helmy Herman revealed that more than 50 percent of Indonesian consumers shop in more than four channels. The four channels in question are traditional markets, convenience stores, supermarkets, and online channels. "So now there are no people shopping in just one channel," said Helmy during the Power Lunch with the theme "Omnichannel Trends: Meeting the Modern Shopper's Preferences" on Tuesday, October 24, 2023 in Jakarta.

According to Helmy, those four channels are still used by Indonesian consumers from various backgrounds because they have advantages that can be chosen when shopping.

"Overall, the presence of online and offline channels can complement each other in meeting consumer needs, each providing different shopping convenience options,"

"reveal Helmy"

Often Shop Online

"Shopping online offers various interesting things such as discounts, flash sales, and many other programs that attract consumers. These advantages are what make consumers interested in shopping online."

"If we shop online, the first thing we look for is the price. Because prices online are usually cheaper due to many promotions, many gimmicks offered,"
"Clearly."

"Dream.co.id."

"Do Not Leave Offline Shopping"

"On the other hand, consumers still choose to shop offline because it seems faster. In addition, the offline shopping model also offers things that are not available when shopping online."

"But, people still shop offline because offline offers what is called experience. When we come to the store, we hold the items and get them immediately. If it's online, we have to wait for the items to arrive,"

Helmy said

The translation of the given 'Bahasa' text to 'English' while preserving any HTML tags is: "The Influence of Consumer Background on Omnichannel Trends".

The following is the translation of the 'Bahasa' text to 'English' while preserving any html tags: "The choices of online and offline shopping for Indonesian consumers are greatly influenced by their background. Consumers from the middle to upper class prefer to shop online because it is simpler and offers more options for shopping. In addition to buying necessary items, they also purchase items that are considered cute or simply out of curiosity."

While lower middle-class consumers choose to shop offline by coming to the store because they only buy goods according to their needs. This shopping pattern mainly occurs among lower middle-class consumers who live in rural areas or small towns with minimal internet access.

Helmy is confident that this omnichannel shopping model will continue to increase, even reaching rural communities. "The omnichannel trend will continue to develop, especially with the increasing internet access in various regions, especially in rural areas," he said.

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