The new era of shopping is hybrid

Today's consumers see no difference between online and offline channels – it's all just shopping. And they want the best of both these worlds, wherever they are. Say goodbye to the old concept of omnichannel shopping. We are now entering a new era of hybrid shopping.

As the pandemic recedes, a new hybrid world of retail is emerging where the already blurred lines between physical and digital become even less distinct and shopping becomes a more interconnected experience. This has given rise to a new "no compromise" consumer mindset in which people demand the best of online and offline in every commerce interaction. Growing expectations for the interconnectivity of these channels presents a new challenge to retailers to find ways of offering the convenience and immediacy of online within brick-and-mortar environments.

In this report, we uncover how retail is being reimagined to adapt to consumers' desires for more fluidity in how they buy. Critical to this evolution will be the integration of digital in offline spaces, whether that's with technology that makes in-store shopping more efficient, eliminates some of the friction associated with shopping offline or provides an opportunity to empower and excite shoppers.