Russian families and omnichannel: new data from ROMIR

ROMIR presents the results of a large-scale study of consumer behavior of Russian families, covering the period from December 2023 to November 2024. Data analysis demonstrates a high degree of omnichannel in the behavioral strategies of buyers. The average Russian family interacted with approximately 12 retail channels during the specified period, making purchases in 21 retail chains. This dynamic indicates significant switching between different market players and active channel mixing.
The most effective sources of customer traffic are convenience stores, city hard discounters, marketplaces, fast delivery services, as well as retailers' own delivery services. These channels meet the diverse needs of buyers, providing flexibility and convenience in shopping. The rating of the attractiveness of retail channels demonstrates the leadership of the online segment, followed by urban hard discounters and grocery retailers such as Pyaterochka and Magnit u Doma. At the same time, traditional retail, represented by hypermarkets and large-format hard discounters, is recording a decrease in attractiveness for buyers. It is noteworthy that the growth of online trade does not lead to the abandonment of offline channels, but contributes to the formation of an omnichannel buyer. 82% of families in urban Russia actively use both online and offline channels. The dynamics of the frequency of purchases also shows interesting features. Convenience stores demonstrate the highest frequency of visits, with an average interval of three days between purchases, which indicates high loyalty and satisfaction of everyday needs. At the same time, the choice of day for shopping also varies depending on the channel. Tuesday is the peak for convenience stores and supermarkets, Thursday for specialized stores, and Monday for marketplaces. There is a tendency to return to shopping on weekends, which is associated with the opportunity to save time thanks to online services. "The data obtained confirms the crucial role of omnichannel in modern retail," comments Anastasia Sidorina, ROMIR Client Director. "The high degree of switching between different channels and retail chains requires businesses to be flexible and adapt to changing customer needs. Analysis of visit frequency and preferred shopping days allows you to optimize marketing strategies and increase the effectiveness of interaction with the target audience. Using ROMIR data allows you to anticipate changes in the market and make optimal business decisions."