A study from IBM in partnership with the National Retail Federation (NRF) shows hybrid shopping — mixing physical and digital channels in shopping journeys — is on the rise as shopping habits adopted out of necessity during the pandemic become routine.

Some examples of hybrid shopping offered in the report include buying in-store and shipping/delivering to home, and buying online and picking items up curbside. The findings also reflect how the discovery process increasingly involves multiple digital, mobile and in-person touchpoints.

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