For many modern consumers, grocery shopping looks far different in 2024 than it did a decade or so ago. As the number of online shoppers continues to climb, consumers have grown to expect a seamless shopping experience that allows them to move easily between brick-and mortar stores and online platforms.

For example, grocery shoppers might see a product in-store and turn to a digital platform to learn more about it before buying.

Retail data insights company 84.51°, recently wrote that it’s crucial CPG brands and retailers to integrate these two worlds and provide a cohesive experience with consistent offerings. Why? For starters, hybrid shoppers expect to have access to the same prices, available coupons, quality of products, and brands regardless of how they shop.

Hybrid shoppers also value accuracy and availability – so much so that they may switch retailers to find the item they seek. According to 84.51°, roughly 77% of shoppers will purchase an item immediately in-store or during their next online or in-store purchase. A smaller number of shoppers will buy the out-of-stock item online, elsewhere.

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