Survey: Consumers Taking A 'Hybrid' Approach To Shopping

Americans are taking advantage of digital shopping services offered by retailers while also spending more time in stores.
Greg Sleter
Associate Publisher/Executive Editor
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Online grocery shopping

As many Americans grow accustomed to hybrid work schedules, retailers are also adapting to consumers who increasingly are taking a hybrid approach to how they buy goods, shopping online and also visiting stores to buy the items they need.

A recent survey of 1,000 consumers by Radial revealed this shopping trend that could become permanent. With the pandemic reshaping the habits of consumers, 54% of survey respondents said they are shopping online more now than in 2020, with one-third of those saying they do so a few times a week.

While online shopping continues to gain momentum, at the same time consumers are returning to stores. The survey found that 63% of shoppers said they are willing to shop in-person without fear of exposure to COVID-19. 

“Ecommerce and omnichannel fulfillment services have become part of retail’s DNA, and require continued investment from retailers and brands,” said Laura Ritchey, executive VP and COO of Radial. “The implementation of digital capabilities does not stop when the pandemic ends – ecommerce is constantly evolving along with consumers’ preferences and brands need to follow suit.”

Ritchey noted that services such as buy online, pick up in store (BOPIS) and curbside pickup have become ways for consumers to get products more conveniently. This has created opportunities for retailers to diversify the fulfillment processes and scale operations.

Overall, consumers said the ability to shop online remains the most important feature offered by retailers. Additionally, 24% cited curbside pickup as the second most preferred service while 36% ranked BOPIS as their third most preferred service