"Our shoppers are omnichannel," firstmovr's Chris Perry says early in "Omnichannel Shopping Behavior, Part One: Spearfishing," the CMA's latest exclusive resource for navigating a changing world for retailers and brands.

"They don't say they're omnichannel," Perry continues. "But they are omnichannel. They are shopping all the various different selling models -- in-store, online, pickup, click and collect, ship-to-home, home delivery, quick commerce -- but they're also engaging from consumer- to shopper-mode within a matter of milliseconds, with a matter of clicks from being aware, to consideration, to loyalty, even."

It happens that quick, as Perry, chief learning officer at firstmovr, so artfully describes.

In the first of this two-part series on omnichannel shopping behavior, Perry focuses on "spearfishing," where shoppers have a clear idea of what they seek at shelf, or online, and doggedly march, or search, to get it.

In this preview clip, Perry introduces some of the fundamentals of browsing vs. spearfishing. And with both kinds of shopping, Perry says, there is an opportunity for retailers and brands to gain awareness, consideration and loyalty even in cases of unplanned purchases.

"It's important to remember that we don't only shop offline or only shop online. There are some primarily online versus in-store shop