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Polling

Momentive study: hybrid shopping – the future of retail

Momentive study: hybrid shopping – the future of retail

Key findings:

  • In the last 12 months, nearly 2 in 3 U.S. adults have gone in person to pick up a purchase after starting or completing their transaction online
  • Shoppers still value in-store shopping experiences, with more than half of U.S. adults preferring to shop both online and in-store
  • Consumers expect flexibility in their purchases - 4 in 10 are more likely to shop at businesses that offered flexible in-person pickup options
  • Having a less stressful shopping experience is the main reason for using flexible pickup options
  • Shoppers are mostly satisfied with their hybrid shopping experiences, although 4 in 10 say that there is room for improvement
  • The majority of consumers prefer to coordinate in-person pickup options via text - only one in three prefer email or phone call

Shoppers still value in-store shopping experiences, with more than half of U.S. adults preferring to shop both online and in-store

In-store shopping remains popular among U.S. adults, despite the rise of online shopping. More than half (56%) say they prefer shopping both online and in-store equally, compared with 24% who prefer to do most of their shopping online, and 19% in-store. A lack of in-store presence is a potential red flag for consumers: 88% say it is very or somewhat important for a business to have both in-store and online purchase options, while 24% say they are less likely to make an online purchase at a business that does not have an in-store presence.

Online and in-store shopping experiences merge, with nearly 2 in 3 (65%) U.S. adults having gone in person to pick up a purchase after starting or completing their transaction online within the last 12 months

Flexible pickup options such as buy online, pickup in store (BOPIS) or curbside pickup—popularized throughout the Covid-19 pandemic—prove to be a big hit across all age groups. 

  • About half of Gen Z (47%), Millennials (51%), and Gen X (47%) shoppers have done an in-store pickup of an online purchase within the last year, and 4 in 10 have used a curbside pickup service

Flexible is the new normal: 9 in 10 U.S. adults want flexible pickup options even after the pandemic is over

Consumers’ are getting used to the flexibility offered by hybrid shopping experiences: 89% agree that businesses should continue to offer flexible in-person pickup options even after the pandemic is over. 

Preference for hybrid shopping is highest for groceries (55%), restaurants (50%), and pharmacies (49%). Shopping for apparel (42%) and beauty products (30%) using flexible pickup options is highest among Gen Z shoppers, compared to older generations

Flexibility becomes a key selling point, as 4 in 10 are more likely to shop at businesses that offer flexible in-person pickup options

Consumers are drawn to hybrid shopping, with 42% of U.S. adults saying that they are more likely to patronize businesses that offer flexible pickup options; millennials especially value the flexibility (51%).

Having a less stressful shopping experience is the main reason for using flexible pickup options

More than half (55%) of U.S. adults say that they use flexible pickup options such as curbside or in-store pickup due to a less stressful shopping experience, the leading reason across all age groups. Saving money on shipping costs (39%), avoiding in-person contact (38%), and a guaranteed delivery time and location (37%) also play a role. 

  • Gen Z, specifically, are equally enticed by a guaranteed delivery time and location as avoiding stress (51% vs. 50% respectively)

Shoppers are mostly satisfied with their hybrid shopping experiences, although 4 in 10 say that there is room for improvement

The vast majority of shoppers who have used a hybrid shopping model are satisfied with their experience. 

  • Nearly 6 in 10 say hybrid shopping offerings are generally providing a seamless, simple, and fast experience
  • 38% say in-person pickup options are a little rocky, and have room for improvement
  • Only a tiny fraction (2%) say they are poorly implemented, and require an overhaul

The majority of consumers prefer to coordinate in-person pickup options via text - only one in three prefer email or phone call

When coordinating logistics for in-person pickup options, most consumers prefer texting (64%)

  • Mobile app is the second-most preferred communication method
  • Only about one in three prefer using email (37%) or phone call (34%) 
  • A mere 15% prefer to coordinate in-person

Preferred Methods of Communication for In-store Pickups

Read more about our polling methodology here.