An emerging segment of shoppers who interact with retailers across physical and digital channels requires retailers to rethink their engagement strategies.

Chain Store Age recently spoke with Michael McGowan, senior VP of commercial insights and loyalty for 84.51°, which is the data analytics subsidiary of major U.S, grocery conglomerate The Kroger Co, about a new type of omnichannel customer retailers need to serve.

According to McGowan, these “hybrid shoppers” began merging their physical and digital retail activities during the COVID-19 pandemic, and will only continue to increase their omnichannel engagement throughout the upcoming holidays and beyond.

What is a hybrid shopper? A hybrid shopper is one who engages in both online and in-store shopping. Prior to 2020, the biggest e-commerce hurdle was convincing customers to try shopping online using pickup or delivery for the first time. However, as shopping habits shifted during the pandemic, a new ‘hybrid shopper’ emerged – those who have integrated e-commerce into their routine.

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