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Register NowRegister NowRegister NowAs shoppers increasingly seek a blend of digital convenience and in-person connection, the retail landscape is evolving into a hybrid model where online and brick-and-mortar experiences intersect. Discover why consumers are gravitating back to stores, the essential role of digital in today's shopping journeys, and how brands can succeed by developing an omnichannel strategy.
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There are only a handful of indisputable facts in our universe:
The Earth orbits the sun, energy cannot be created or destroyed, and the COVID-19 pandemic caused a massive boost in eCommerce.
Overall eCommerce revenue grew nearly 20% in 2020 after the pandemic hit the globe, and a study done at Adobe found that revenue from online sales jumped up by $52 billion in the months following the initial lockdown orders.
However, as the world has opened back up in the past few years, we’re seeing a recalibration in consumer habits. A recent survey conducted here by Akeneo showed that 93% of shoppers plan to mix both online and in-store shopping experiences this holiday season, pointing to a new normal: hybrid shopping.
This trend is especially prominent among Gen Z, with 64% of Gen Z shoppers preferring to shop in physical stores rather than online. Why, after such a heavy shift toward digital, are people now gravitating back to in-person experiences? The answer lies in the value of experience, human connection, and a desire for community impact.
The popularity of eCommerce is due, in large part, to the convenience it can offer; the ability to browse, click, and buy without leaving home opened up a world of ease that proved essential for when people weren’t leaving their homes for days or even weeks at a time.
Yet, as online shopping becomes widely accessible, convenience becomes less of a differentiator. With most businesses able to facilitate convenient online purchasing, customers are increasingly looking beyond ease of access when deciding where to spend their money. Instead, they seek differentiated shopping experiences that align with their values, preferences, and expectations.
Plus, many consumers simply crave that human connection. While algorithms and virtual assistants have made online shopping efficient, they lack the warmth and personalization that an in-store expert can offer. Many consumers miss the ability to ask a knowledgeable associate about a product, test items firsthand, or simply enjoy the sensory experience of shopping in a physical environment. A digital recommendation engine can suggest products based on past purchases, but it doesn’t replace the trust that comes from speaking directly to a real person.
In-person shopping also supports local economies. Many consumers are increasingly aware of the impact of their purchases and the environmental effects of shipping and returns; by shopping locally, they can reduce the carbon footprint associated with online order shipping. This growing consciousness around sustainability is a powerful motivator, encouraging consumers to seek out stores that contribute positively to their communities.
Let us be clear: the resurgence of in-person shopping does not mean the death of digital.
While the appeal of in-person shopping is undeniable, the online landscape provides convenience, comparison tools, and a vast selection, making it indispensable for consumers with specific needs, tight schedules, or limited access to stores.
One area where digital remains especially critical is in B2B commerce. While B2C brands have embraced omnichannel shopping experiences, the B2B industry is still in the early stages of digital transformation. However, as more B2B buyers—many of whom are accustomed to the ease of B2C eCommerce—begin to expect similarly accessible and informative online experiences, B2B brands must prioritize digital channels in order to provide a streamlined buying journey that accommodates online research, live consultations, and efficient ordering processes.
For both B2B and B2C organizations, the key is blending the strengths of both channels into a seamless experience.
As the line between physical and digital commerce continues to blur, brands must evolve their approach to provide a flexible, consistent shopping experience across channels.
But delivering accurate, compelling product information across all sales channels isn’t easy; from imagery and descriptions to availability and price, every product detail needs to be accessible at each touchpoint. If a customer views a product on a mobile app, they should receive the same data, insights, and specifications as if they were viewing it in-store. This consistency builds trust, a crucial element for successful omnichannel experiences.
For brands, developing a robust omnichannel strategy means more than just maintaining both digital and physical storefronts. At the core, omnichannel success starts with a centralized product record that provides accurate, up-to-date information across all channels. This product information management (PIM) system serves as a single source of truth, allowing brands to manage and distribute product data consistently, whether on a website, a social media platform, or an in-store tablet. With a single, integrated view of product data, retailers can manage and optimize their omnichannel offerings efficiently.
Don’t think of the shift back to in-person shopping as a rejection of digital, but rather it’s a call for greater integration between channels. Today’s consumers expect the flexibility to choose how, when, and where they shop, often blending both physical and digital experiences. By investing in an omnichannel strategy that begins with accurate, accessible product data, brands can deliver the kind of hybrid experiences that keep customers engaged, satisfied, and loyal.
The future of retail is about creating meaningful, connected experiences that reflect the way consumers live, shop, and engage with brands today. Whether through a centralized product record or a commitment to consistent and engaging experiences across touchpoints, the brands that will thrive are those that prioritize flexibility, accessibility, and authenticity. By delivering the convenience of digital along with the rich, human experiences of brick-and-mortar, businesses can build lasting trust and loyalty in this new era of shopping.
From omnichannel optimization to sustainability-driven purchases, discover how to maximize holiday sales and minimize the dreaded post-holiday return season.
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