The Omni Usage Index™, powered by Vantiv, measures consumer satisfaction with various omnichannel purchasing features at grocery stores, focusing on how shoppers feel about retail brand offerings across multiple channels. The Index is based on a survey of more than 4,000 consumers regarding their most recent trip to the grocery store. We asked them questions about their shopping experiences, their knowledge of various omnichannel features offered by the grocer, whether they used these features and how they felt about them.


  • 61 percent of large-format store shoppers and 54 percent of those at small-format stores said they shopped at brick-and-mortar locations about as often as they had in past years.
  • Brick & Mortar Consumers were the most satisfied, giving merchants an average omnichannel satisfaction score of 37.2 out of 100,. By comparison, Any-Channel Consumers gave a score of 36.2 out of 100 and Digital Consumers awarded merchants just 35.8 out of 100.
  • Purchase history capabilities were some of the most popular among shoppers who had tried various features, as 16.7 percent of those buying medications, 15 percent of those purchasing beauty services and 8.2 percent of those buying beauty products said the features were “Very Good” or “Excellent.”