How to leverage hybrid shopping during peak sales season

Holiday shopping has never been easier, thanks to the convenience of purchasing nearly anything with just a click through an ever-increasing option of channels. However, many shoppers still prefer the experience of “try before you buy”, particularly during busy shopping events like Black Friday and Cyber Monday, says Shaun Broughton, Managing Director, APAC at Shopify, so how can you leverage this trend?

This trend of hybrid shopping, whereby many consumers don’t exclusively only shop online or offline, is reflected in this year’s Shopify BFCM research. The study of over 2000 Australians revealed 63 per cent plan to buy small things online, but go into stores for larger purchases. . The hybrid shopping lines blur further as two thirds (66 per cent)  search for items online and then go in-store to get them, and two in five  (38 per cent) Australians plan to split their shopping equally between online and in-store channels. This trend demonstrates the need for Australian retailers to ensure a unified and consistent offering across commerce channels, particularly if they want to capitalise on peak sales shoppers this season.

But how can retailers best tackle the hybrid shopper? Take a look at hybrid working as an example. When figuring out the best employee experience, employers will review the in-office and virtual experience in their own right first, before establishing how they can create a clear and consistent experience across both. In the same vein, retailers should review and optimise each individual channel experience, before establishing a clear unified strategy, to bring a seamless experience together for the customer.

3 key considerations for hybrid shopping

Optimising online experiences

For dedicated online shoppers who spend time perfectly curating their carts and hunting for the best deals, retailers need to elevate the digital shopping experience with features that make things practical and seamless. During the peak sales seasons, shoppers are all about tools that help them find the best bargains, with price comparison tools leading the pack—36 per cent of consumers used them in the past year. Close behind are mobile apps, with 27 per cent of shoppers using them, while 25% prioritise real-time order tracking, clearly showing that convenience and transparency are must-haves.

Retailers can further boost customer loyalty by offering compelling loyalty programs that encourage shoppers to return even after the sale season ends. Incentives like free shipping play a significant role here, with 45 per cent of consumers saying it would greatly increase their brand loyalty. By investing in features and technology that enhance convenience and rewards, retailers can create an online experience that keeps today’s savvy shoppers coming back year-round.

Enhancing in-store experiences

For shoppers who enjoy the in-store experience, bridging the online-to-physical shopping gap is about much more than just consistent product listings. In-store visits offer the perfect opportunity for retailers to boost sales through impulse buys—especially since 31 per cent of shoppers plan to do most of their spending in-store, and 37 per cent of shoppers  are frequent impulse buyers. This means brick-and-mortar retailers have a prime opportunity to captivate these shoppers with eye-catching promotions and exclusive in-store-only deals that can’t be found online. By creating an experience that feels special and offers rewards for visiting in person, retailers can capture those unplanned purchases.

In-store experiences are especially valuable to younger shoppers, with 44 per cent of 18–24-year-olds saying they’re more likely to shop in-store than they were last year. For this age group, a trip to the local shopping centre isn’t just about buying things—it’s a social outing, a chance to explore and connect. This gives retailers an ideal opportunity to craft engaging, hands-on experiences through interactive displays, live demos, and well-trained staff who can help guide their shopping journey. By creating a vibrant, discovery-focused environment, retailers can turn casual shopping sprees into memorable experiences.

Implementing a unified strategy

Once a retailer has perfected both online and in-store experiences, the next step is making these channels work seamlessly together. Today’s shoppers don’t always have the time (or patience) to browse shelves; many want to get in and out of stores quickly. In fact, 66 per cent of consumers now search for items online before heading to a physical store to make a purchase. For these efficiency-minded shoppers, a seamless transition from online to in-store is essential. This means giving customers the confidence that what they see online will match their in-store experience. They should be able to research products online, check stock at their local store, and even reserve items for quick pickup.

Creating a seamless shopping experience across online and in-store is all about utlising technology that connects the dots for customers. By syncing up customer data across platforms, retailers can obtain a clear view of shoppers’ preferences, making it easier to anticipate what they need.

Using data to show customers what’s in stock before they visit, along with having customer service agents available both in-store and online, can significantly enhance the shopping experience. Helpful innovations like QR codes for product information and app-based checkout can make shopping a breeze. Plus, these upgrades aren’t just for convenience; they’re a way to make shopping more enjoyable and stress-free. When customers can check inventory, view promotions, or scan for product details all from their phone, it creates a sense that the brand truly understands them.

Key takeaways for retailers

With the holiday rush right around the corner, it is crucial to put the customer first and make the shopping experience as smooth and tailored to their preferences as possible. During these busy periods, having a seamless multi-channel experience is a game-changer, helping customers flow effortlessly between online and in-store. The brands that will truly stand out are the ones that make shopping easy, convenient, and connected, no matter where customers choose to shop.

By investing in tools like price comparison, real-time inventory, and a personalised approach that works across both digital and physical spaces, retailers can take the stress out of shopping. This not only simplifies the experience but also builds loyalty that lasts well beyond the holiday season. A little extra convenience goes a long way, and when shoppers feel understood and valued, they’ll keep coming back for more.

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