20 shoppers share how their online and offline experiences converged
Written by
Veena Nair
Post date
28 July 2024
The way people shop for goods and services has transformed significantly over the past few years. As global consumers transition from omnichannel shopping to hybrid shopping, expectations have risen. Consumers now demand seamless shopping experiences, whether online, offline, or a combination of both. To understand this shift better, we surveyed 20 shoppers to gain insights into their preferences and expectations.
However, the same reason also makes it messy. Our survey revealed that traditional retail shopping, in its original format, is on the decline. However, retail is not disappearing; it is evolving. Shoppers highlighted the increasing role of digital tools in retail. These tools reduce friction and stimulate spending. Retailers are adapting swiftly to meet these changing demands, ensuring that they can thrive in the future.
I often find myself buying things I didn’t plan to, just because they look so appealing in the store. QR codes that link to Instagram pages are a great way to keep me engaged.
Shopper at a baby clothing storeThe survey indicated that shoppers demand top-notch service throughout their shopping journey. A significant 66% of respondents mentioned they begin their shopping experience online, researching products and comparing prices before visiting physical stores. This approach empowers consumers, making them feel more confident and less pressured by sales assistants.
Additionally, 84% of surveyed shoppers said they made in-store purchases after seeing an item on social media, highlighting the power of digital influence on buying decisions.
Hybrid Purchasing
Hybrid purchasing models are gaining traction among shoppers. Survey participants described various scenarios, such as:
- Buying online and picking up in-store
- Purchasing in-store with home delivery
- Accessing product information, stock levels, and sizes online
The last one was a particularly appealing advantage and came up frequently.
In-store browsing remains a key factor leading to spontaneous purchases, according to our survey. Many respondents admitted to making unplanned purchases after being captivated by a new collection or an eye-catching display. The integration of QR-code scanning and social media in stores was praised as a modern and effective way to enhance the shopping experience.
Our takeways
The insights from our survey of 20 shoppers confirm that the future of retail lies in a hybrid shopping model. Shoppers today seek a seamless blend of online and offline experiences, leveraging digital tools and technologies to enhance convenience and satisfaction. Retailers must continue to adapt to these evolving preferences to remain competitive in the market.