The Hybrid Shopping Experience: The Future of Retail

The retail industry is constantly evolving to cater to an ever-changing demographic. With the rise of the Gen Z shopping demographic and the consolidation of millennial spending power, it is important for companies to consider hybrid shopping. The hybrid experience offers the perks of digital and physical shopping in one space.

Learn more about hybrid shopping and techniques for setting up attractive retail displays in hybrid spaces.

What Is Hybrid Shopping?

Hybrid shopping is a harmonious blend of online and offline shopping experiences. It is also known as omnichannel shopping because it combines elements from traditional brick-and-mortar retail stores with factors from e-commerce to cater to a wider demographic.

In 2025, retail e-commerce sales are estimated to exceed $4.3 trillion, and this number is only expected to grow. Despite this, brick-and-mortar still dominates, with 80.8% of retail sales expected to occur in physical stores. Hybrid shopping transforms retail environments into spaces that embrace the online shopping growth instead of competing with it. It also opens up new avenues for online retailers looking to enter the in-store sphere. This layout offers customers unmatched convenience and a personalized journey encompassing physical and digital touchpoints.

The Hybrid Shopper Profile

The hybrid shopper demographic is growing, specifically with the rise of younger consumers aged 18-24 looking to shop in stores and idealizing an omnichannel experience. Millennials bulk out this demographic. In 2024, these shoppers were nearly as likely to make a purchase on their phone (48%) as in stores (49%).

The hybrid shopper possesses these characteristics and desires:

They desire flexibility: Some days, the hybrid shopper wants to grab a few things quickly after work with curbside pickup. Other days, they want to order online from their couch when physical stores are closed. Sometimes, they want to spend a few hours strolling through the aisles. Hybrid shoppers love the flexibility of omnichannel shopping.
They prioritize research: Ninety-three percent of consumers say online reviews influence their purchase decisions, highlighting the importance of their research. The hybrid shopper is not afraid to scour the internet for the best prices or drive from store to store for the most convenient checkout options. Many times, they may visit a brick-and-mortar store just to get hands-on experience with a product or ask staff for their expertise on certain items and preferences.
They value convenience: Curbside pickup, retail displays, online shopping — all of these factors are music to the hybrid shopper’s ears. They search for the most convenient way to shop, such as through mobile apps. They then look for ways to get the product as efficiently as possible, such as same-day delivery.

What Are the Consumer Benefits of a Physical Store?

While it is important to incorporate digital aspects into brick-and-mortar stores, it is also crucial to make those spaces as convenient and entertaining as possible. Research shows that 72% of customers still use physical stores as their primary buying method.

Physical stores provide value that online shopping alone cannot achieve. It gives shoppers the space and flexibility to find exactly what they need. Here are some of the main benefits of brick-and-mortar stores for shoppers:

Simple navigation: Physical stores often have a logical layout, setting related items near each other. Clear signage also makes it easier for shoppers to find what they are looking for.
Easy product comparison: When shoppers can physically see and touch competing items, it makes it easier for them to purchase the best item for their needs.
Maximum convenience: Shoppers can easily find, consider and compare the items they want to purchase.
Increased enjoyment: While retailers make it as seamless as possible for shoppers to find what they are looking for, that treasure hunt element can make shopping fun.
Store-inside-a-store opportunities: By incorporating other goods or services into their store — such as cafes in grocery stores, grooming services in pet stores or beauty makeovers in cosmetic stores — retailers can meet more customer needs, provide a more comprehensive experience and improve shopper satisfaction.
Surprise purchases: Physical stores provide excellent opportunities to drive impulse purchases. While looking for a particular product, customers often buy items in physical stores that they have no previous knowledge of.

All of these benefits draw shoppers to a particular store, giving brands and retailers an additional way to sell to their customers.

Why Brands Need to Be in Both Physical and E-Commerce Stores

With the attraction that physical stores create with shoppers, brands may be tempted to ignore e-commerce stores. Similarly, they may be tempted to reduce their costs and focus on online shoppers.

In reality, brands should take advantage of hybrid shopping by selling online and in physical stores. Brands with a hybrid presence have increased opportunities to collaborate with other brands. Many brands want collaborators who allow them to use various methods to maximize new customers, such as shared retail displays and highly personalized experiences.

A hybrid presence also enables brands to compete directly with similar brands and products. If a brand is absent from a space that their competitors occupy, it cannot catch the attention of a shopper who is interested in similar items.

How Brands Can Work With Retailers to Deliver a Standout Experience

For brands to fully benefit from these opportunities, they need to work with retailers to ensure a standout experience. In physical stores, this means creating display elements that pull shoppers in from other spaces, maintain interest as they approach and then engage them as they browse the products. Retail stores should be optimized for maximum engagement using captivating decor, enticing point-of-purchase retail displays and customer support teams.

Space planning is also crucial for allowing shoppers to enjoy their experience in the retail stores. Understanding customer flow analysis is vital to finding bottlenecks or low-traffic areas and enhancing them with displays and exciting experiences. All aisles should be arranged for smooth shopping to increase the convenience of the hybrid retail model. While the retailer will have the final say on their layout, brands can recommend the best location and manner to display their products.

Personalization is also key to retailers standing out and increasing engagement. It is easier to achieve with online shopping platforms interwoven into the in-store experience, optimizing the very definition of a hybrid retail experience.

Customers can receive digital notifications of in-store promotions or events they may be interested in, and they may be offered points or promotions for in-app purchases at the brick-and-mortar store. Additionally, exclusive collaborations and offers with brands can help retailers offer even more value to their customers. This marketing strategy creates a sense of belonging and enhances brand loyalty.

Why Are Retail Displays Important in Hybrid Shopping?

High-quality retail displays can either be an exciting introduction to a new item or the continuation of a brand story that started online. However familiar the shopper is with that item, retail displays can deliver many benefits, such as increased sales and brand engagement.

Retail displays are a crucial part of creating a successful hybrid shopping format. Here is why it is important to include them in this experience:

Creates a positive first impression: With hybrid shopping, it is essential for retailers to leave a positive impression on customers. With omnichannel shopping, retailers can use methods like retail displays with QR codes to create a lasting impact that leaves shoppers with a memorable experience.
Improves branding efforts: Retail displays are a vital part of branding. They help businesses form a unique brand identity and create an exciting retail experience for shoppers. The captivating graphics used on retail displays improve visual appeal in the store, which helps it still stand out among host retailers.
Showcases products in-store: As shoppers walk through the aisles, retail displays highlight products and promotions that capture customers’ attention. Studies show that 73% of purchase decisions are made in-store, and many shoppers tend to make impulse purchases because of attractive displays. Additionally, the top reason why shoppers visit in-person stores is to engage with products before purchasing.

What Are the Key Design Principles for Hybrid-Ready Displays?

The hybrid shopping environment pulls in more customers but also brings more competitiveness. Hybrid-ready retail displays can help companies lead shoppers to their products and increase foot traffic. Here are the top design principles to consider.

Visual Appeal

Displays in hybrid commerce have eye-catching graphics to increase visual appeal and draw customers in. Here are some top tips to create retail displays that stand out in a hybrid environment:

Appeal to the senses: Retail displays in hybrid spaces use elements that appeal to all the senses. They engage with customers’ senses through bold graphics, interesting textures and interactive elements like QR codes or product samples. Some retail displays also have trendy appeal that provides space for photo opportunities, which draw shoppers in.
Maintain consistent branding: Hybrid commerce extends to online and in-store platforms. Retail displays need to be aligned with the online branding.
Make good use of the space: Hybrid shopping spaces need retail displays that can captivate shoppers, even in smaller spaces. Use versatile options like modular displays that can be used year-round.
Use informative messaging: Informative messaging on retail displays can make it easier for shoppers to make a decision, which is helpful in busy hybrid environments. The messaging should speak to the customer’s pain points using an emotional narrative.

Interactive Elements

The hybrid shopping experience is about offering convenience and speed as well as memorable and immersive experiences. Retail displays must be interactive to keep busy shoppers engaged and attract more attention. Demos and technologies work well to enhance engagement surrounding retail displays.

Product Demo Opportunities

Demos allow customers to interact with a product in a way they never could online. Hybrid shoppers love the convenience of online shopping, but nothing can replace the tangible aspect of in-store shopping. Demos offer a chance for customers to experience the product on a personal level. They can see, feel and even taste the product.

Demos also provide the opportunity for brand ambassadors to give the shoppers in-depth product information. Good customer service from sales teams can also reflect positively on the brand. Demos offer personalized assistance on behalf of the brand where customers can interact with the product firsthand, making it easier to make a purchase.

For hybrid spaces, interactive demos can help retail displays stand out from other displays. Enthusiastic, in-store salespeople are one of the most effective ways to draw customers in and boost in-store sales through relationship building and adaptive creativity.

A great retail display can even assist the salesperson by making it easy for them to display the product’s benefits and features or tell the brand’s story. Interactive demos with passionate representatives go a long way in encouraging sales and enhancing engagement.

Using Technology for Engagement

Retail displays paired with technological features, like augmented reality (AR) and virtual reality (VR), can stir interest in shoppers and build a connection with the product. Research shows that the AR-in-retail market is growing rapidly and is expected to reach $61.3 billion by 2031.

In a hybrid shopping environment, it is important to cater to shoppers who value the convenience of online shopping platforms. Infusing technological aspects into retail displays is one of the best ways to bring online convenience offline. Technology can help bridge the gap between e-commerce and brick-and-mortar by providing convenient store benefits. It allows shoppers to make better-informed decisions, creates deeper connections and supercharges branding efforts.

For example, interactive AR and VR displays can create virtual visualizations for shoppers to “try on” the product or experience what it does.

Smart shelves are another example. This technology ensures the shelves and displays are fully stocked, which creates better visual appeal and improves the customer experience.

Retail displays fitted with technological features are beneficial in a hybrid shopping environment, but they have challenges. The implementation costs can be steep, and with rapid technological changes, finding a significant long-term investment can be difficult. There is also the risk of dealing with consumer data and complying with state and federal regulations.

Strategic Placement

One of the biggest challenges of placing a brand within a store is gaining attention, and exciting retail displays are one of the best ways to stand out. It is important to place the displays in high-traffic areas to build more traction and reach a bigger audience. These strategic placements work well for the hybrid layout:

Front-of-store display: With the busyness of hybrid shopping spaces, the storefront is the best way to grab shoppers’ attention. Retail displays showcasing seasonal, trendy or promotional products draw customers in.
End-aisle display: As shoppers walk through the store, end-aisle displays meet them at every corner, encouraging them to make more purchases. Commonly forgotten items or bulk promotions work well for end-aisle displays.
Point-of-purchase display: Point-of-purchase displays are excellent for encouraging impulse buys. As customers wait in the queue, they browse the products nearby. Retail displays showcasing smaller, travel-sized items work well for this space because shoppers are drawn to the easy-to-grab items.

Stand out in Hybrid Shopping Spaces With Great Northern Instore

At Great Northern Instore, we can help your products stand out in hybrid environments with our turnkey display solutions. Our award-winning designers create eye-catching signage that will resonate with your target audience. We do more than provide retail displays — we offer entire solutions that cater to your target market and meet the specifications for major retailers.

With around 60 years in the display and packaging business, we are experts in creating retail displays that demand attention and engagement. We handle everything from design to distribution all under one roof, offering unmatched speed and quality. Our primary material is corrugated cardboard, which allows you to deliver exciting product engagement strategies while reducing the environmental effects.

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