Omnichannel shopper insights: hybrid shoppers represent a broad spectrum of consumers

Who is the hybrid shopper?

After more than two years since the start of the COVID-19 pandemic and the rise in popularity of omnichannel, hybrid shopping is still just as relevant as ever. In fact, it has increased 2x since 2019. But who are these hybrid shoppers?

In short, hybrid shoppers refer to the group of shoppers using both ecommerce and in-store shopping modes to get to their groceries. They sit on a continuum ranging from the newcomer to the seasoned online ace. By looking at some of the differences and similarities between the low ecommerce loyal (Digital Dabblers) and high ecommerce loyal (Digital Champs) groups, we can better understand the entire spectrum.

Uncover the shopper insights of Digital Dabblers and Digital Champs and what factors motivate their online shopping habits in our omnichannel white paper.