Grocers need to know their hybrid purchasers: report

Hybrid purchasing groceries is not just a trend, it’s a new way of life.

According to a recent PYMNTS study titled “Changes in grocery shopping habits and perceptions”, more are shopping for food both online and at the physical store (hybrid), especially Millennials and Gen Zers. As they grow older, the lean on hybrid purchasing will only become heavier.

The PYMNTS research revealed 50% of the younger shoppers engage in hybrid purchasing.

This means retailers need to be on top of their digital game now more than ever, and those which refuse to invest will be left behind.

Hybrid consumers also have unique purchasing habits depending on the channel they use to buy. Those shopping on the internet buy larger volume items, frequently replenished goods, and packaged products, according to PYMNTS.

Fresh product buys, impulse purchases, and gourmet option and less common brand pulls are reserved for brick-and-mortars.

Grocers have to be aware of this blend of buying behavior so they can offer the right deals online and in the store, PYMNTS said.