What does the omnichannel customer look like? Well, according to a recent report: This person is more likely to be a Millennial, they have children, and they’re very interested in natural and organic offerings.

And that’s just to start. Why should you care about the omnichannel shopper? You should care because these consumers, shoppers who buy groceries both online and in-store, are on the rise and have the potential to be strong sales opportunities for supermarket operators.

In this special edition of our SN Off the Shelf podcast — SN TechWire — SN spoke with Brian Wynne, CEO of the newly rebranded marketing firm Acosta Group about strategies to navigate competition at the shelf and the evolving customer journey. Take a listen.

Have a pitch for the podcast? Contact SN Executive Editor Chloe Riley at chloe.riley@informa.com, or reach out and say hi on LinkedIn. Thanks for listening.