How Shoppers Are Blending Online and In Store, and What It Means for Retailers

Retail journeys used to be linear. A shopper browsed a store, asked for help, made a choice and checked out. Or they opened a browser, added to their basket and clicked buy.

In 2025, those lines are more blurred than ever.

Our latest Airtime member survey shows just how integrated modern shopping behaviours have become. In almost every category, most consumers now move fluidly between physical and digital channels. For clothing purchases, 41% say they use a mix of online and in store. For homeware, the figure is 47%. Even for electronics, where online has traditionally dominated, more than a third of shoppers now combine both in-store and online purchases.

This fluidity means brands should no longer necessarily treat digital and physical touch points separately. Where possible, retailers should recognise that consumer behaviour blends both physical and online touch points.

Real Time Shoppers, Real Time Decisions
While many purchases begin online, they rarely follow a straight path. Our research shows that shoppers move between websites, apps and stores as part of a single decision making process. This is not just about where people buy. It reflects how they compare, evaluate and commit.

Even while in store, 84% of Airtime members say they check prices on their phones before deciding what to purchase. Nearly half do this regularly. Shoppers are looking for immediate reassurance that they are making the right choice.

In person shopping continues to matter. Seeing products physically remains the number one reason people visit stores, selected by 93% of respondents. More than half say they value being able to avoid incorrect sizing or delivery issues. These practical benefits now sit alongside digital behaviours. Shoppers are browsing shelves and comparing prices on their phones at the same time. They are not choosing between online and offline. They're using both.

Discovery Is the New Battleground

To support this shift in behaviour, Airtime introduced a product search feature within the app earlier this year.

This gives members a full view of the UK retail landscape. They can compare prices across retailers and understand the rewards they’ll receive for their purchase, all in one place. There is no need to switch between websites or apps. Product search makes discovery easier and faster for the consumer.

It also keeps shoppers engaged. Airtime members who use product search spend 3.5x longer in the app on average. These are not passive moments. They are focused, high intent decision points where the right message or reward can shape the outcome.

For retailers, this is a clear opportunity. Being visible during discovery is no longer optional if they want to compete at these decision making moments and when visibility is paired with a relevant reward, you are not just in the running. You are the brand people choose.

Loyalty That Matches How People Shop

The right loyalty programme is also a key factor in the decision making process. Nearly 60% of respondents said they actively look for loyalty schemes when deciding where to shop. But it is not just about availability. What matters now is also how well the programme fits into everyday life.

When we asked members what makes a loyalty scheme most attractive, three priorities stood out.

The most important factor was ease of use. 43% said they want a programme that is simple and automatic. Next came coverage, with more than one in four members saying it is essential that loyalty applies both online and in store. Personalisation followed closely, with 24% wanting offers that feel tailored to them.

Our rewards apply across the entire shopping journey, whether a purchase happens in a physical store, or on a retailer’s website. And because Airtime captures spend behaviour in real time, it opens the door to smarter, more relevant offers that drive repeat engagement.

With product search now available in the app, Airtime also supports the moments before a transaction happens. It is not just about rewarding what people buy. It is about helping them feel confident in that choice from the start.

Making the Most of the Moment

Shoppers are blending how they browse, compare and buy. They move between store and screen without hesitation. They expect the same seamless experience from the brands they trust.

For retailers, this is a moment to lead. Brands that show up early in the discovery process, stay relevant throughout, and reward customers at the right time will not only convert better. They will also build loyalty that lasts.

Airtime helps you connect with customers where it counts, with value that feels timely and rewarding. Ready to take the lead in the moments that matter? Get in touch