Infographic: The ‘Clicks to Bricks’ Shopper Journey

A new infographic (see below) from Kroger’s data analytics subsidiary, 84.51, explores both the online and hybrid grocery shopper’s path to purchase, also known as their clickstream journey.

Hybrid shoppers have purchased both in-store and online, according to 84.51’s research. They tend to be Millennial or Gen Z, have a higher focus on convenience, are more likely to have kids, and are engaged with natural and organic offerings.

Hybrid shoppers follow a path of decision-making that relies heavily on search and can switch directions based on what they encounter. When building their online basket, they often seek specific brands in certain categories, are more willing to accept substitutions in others, and tend to pivot in distinct directions after an unsuccessful search.