The way we shop is changing. Unlike in the past, when people would physically go to stores to buy what they needed, people are increasingly shopping online for items. This is especially true for the holiday season. In fact, a recent study has shown that hybrid shopping is on the rise, with people shopping both online and in-store for holiday gifts.
In this article, we will discuss in detail all about hybrid shopping, from what it is, how the covid-19 pandemic has accelerated the shift towards hybrid shopping, and how it is shaping the 2022 holiday season.
What Is Hybrid Shopping?
Hybrid shopping is a type of shopping that combines digital and physical elements. For example, a customer might use a retailer’s website to research a product, then visit the store to purchase it. Or a customer might purchase a product online and then pick it up in-store.
This type of shopping is becoming increasingly popular as it offers the best of both worlds: the convenience of online shopping combined with the in-person experience of brick-and-mortar shopping.
The decline of the Physical Shopping Experience
Since the rise of online shopping, there has been a decline in the physical shopping experience. People are less likely to go to stores and browse for items because they can easily find what they’re looking for online.
Moreover, many find it extremely tiresome to go through the hassle of going out, finding a parking spot, and dealing with crowds. The pandemic has only made things worse, as people are now even more reluctant to go to stores and risk exposure to the virus.
While most people do not mind going out for necessities such as groceries, they are much less likely to do so for discretionary items.
Rise of Hybrid Shopping
With the decline of the physical shopping experience, there has been a rise in hybrid shopping. Many people are now choosing to shop in a hybrid way, combining digital and physical elements.
Most shoppers (72%) say they use a combination of online and offline channels when shopping and are more likely to do so in the future. The most popular reasons for hybrid shopping are to get the best deal (54%), to touch and feel the product before buying (50%), and to avoid shipping costs (43%).
COVID 19 Accelerating the Shift toward Phygital Shopping
The Covid 19 pandemic has had a significant impact on the way people shop. With people being forced to stay home, there has been a significant increase in online shopping.
A recent study found that 78% of people have increased online shopping since the pandemic began.
While consumers value shopping for safety and convenience, many miss the in-person shopping experience. This has led to the rise of hybrid shopping, as people seek to find a compromise between the two.
People have now adopted a phygital (physical + digital) shopping technique, where they can shop online and pick up their purchases in-store.
How Hybrid Shopping Is Shaping the 2022 Holiday Season
The 2022 holiday season is shaping into a hybrid shopping season, with people shopping both online and in-store. This is due to the pandemic’s continued impact and the rise of hybrid shopping.
Many retailers now offer contactless pick-up and delivery options to make shopping easier and safer for consumers. In addition, many retailers offer exclusive online deals and discounts to lure shoppers to their websites. This is a trend that is likely to continue as retailers seek to find ways to stand out in a crowded market.
Characteristics of Hybrid Shoppers
Knowing the characteristics of hybrid shoppers can help you better understand this target market.
No one wants to be lumped into a group and treated like everyone else. Consumers want to feel like they are being seen as individuals. The following are some key characteristics of hybrid shoppers:
They are tech-savvy: Hybrid shoppers are comfortable using technology and are often early adopters of new products and services. So, when marketing to them, be sure to use the latest and most user-friendly technology.
They are price-conscious: Hybrid shoppers are always looking for a good deal. They are willing to do their research to find the best price. It would be best if you were competitive and offered affordable prices for your products or services.
They are brand loyal: Once hybrid shoppers find a brand they like, they will likely stick with it. So, creating a strong and positive brand image that will resonate with this target market is essential.
They are time-strapped: Hybrid shoppers are often juggling many different commitments and have little free time. So, making your products and services convenient, easy to use, and available when needed is essential.
They are goal-oriented: Hybrid shoppers know what they want and are often willing to go the extra mile to get it. So, when marketing to this group, have a clear and concise message that speaks to their needs and desires.
Factors to Consider to Effectively Reach Hybrid Shoppers
There are a few factors to consider reaching hybrid shoppers effectively. These are:
Creativity: With so many retailers competing for attention, it’s essential to be creative in your marketing and advertising. Ensure that your message stands out and is relevant to your target audience.
Flexibility: Be flexible in your approach and be willing to change your strategy if necessary. With the ever-changing landscape, it’s essential to be able to adapt to the needs of consumers.
Personalization: Personalize your message and offerings to appeal to the individual shopper. This is especially important for hybrid shoppers, as they are looking for a unique and tailored shopping experience.
Convenience: Make sure that your website is easy to use and that your products are easy to find. In addition, offer convenient delivery and pick-up options to make the shopping experience as seamless as possible.
Customer service: Finally, don’t forget about customer service. With so many options available, good customer service can be the deciding factor for many shoppers. Ensure that you provide a responsive and helpful customer service team to address any concerns or questions shoppers may have.
Conclusion
How we shop has changed dramatically over the past year, and it will only continue to evolve. Hybrid shopping, a mix of online and in-person shopping, is shaping the 2022 holiday season in a big way as retailers strive to meet the needs of consumers safely and conveniently.
The pandemic has driven this shift, but it’s here to stay, and it will change the way we shop for a long time.
