Mapping Hybrid Shoppers’ Twisty Path to Conversion

The journey from online search to an actual sale can sometimes be rapid and direct, but more often it includes numerous stops — at each of which retailers risk customer abandonment. A new infographic from 84.51˚ reveals these key decision points and offers guidance to help grocery retailers keep shoppers on the “Clickstream Trail.”

For example, while customers are open to receiving substitute items when their preferred brand is unavailable, they are particular about the categories for which they’ll allow this type of swap. Among hybrid shoppers (those shopping both in-store and online), 60% of shoppers across categories prefer to pick their substitute items themselves.

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