You know that feeling when you're browsing online for a new gadget, but you end up driving to the store to pick it up because you just have to see it in person?
Or maybe you're the type to scan a barcode in aisle 4 to check reviews before tossing an item in your cart.
If that sounds like you (or your customers) welcome to the new reality of retail.
The days of drawing a hard line in the sand between "online shoppers" and "in-store shoppers" are officially over. We're living in a world where commerce is a fluid dance between digital discovery and physical experience.
More specifically, we’re looking at a 52/48 split-channel reality, where roughly 52% of sales happen in physical stores and 48% happen online.
In this post, we’re bringing you some fresh data from the pet industry, though it’s safe to say that these trends hold true across sectors. Jeff Mard recently attended the Pet Connect conference and brought back some interesting takeaways.
While the examples we’ll discuss in this post center largely around things like kibble and cat toys, the lessons apply whether you're selling high-end sneakers, organic skincare, or power tools.
The Power of Packaging in Retail
Let's start off nice and easy with something tactile. In a digital-first world, it's easy to obsess over your website's UX or your Instagram aesthetic. And that’s important, especially considering that, according to Andrea Binder of NielsenIQ, ⅔ of shoppers are going online and spending a whopping 84% of the shopping dollars.
But when so much of the game is still happening on a physical shelf, your packaging has to do some serious heavy lifting.
In a retail-first environment, packaging is your silent salesperson. It’s the difference between a customer picking up your product or glossing over it for the competitor next door. But it needs to do more than just look pretty; it needs to tell a story instantly.
Take a page out of the "Building a Better Bowl" campaign discussed at Pet Connect. Rather than just relying on a bag of dog food sitting passively on a shelf to do the work, the packaging was designed as part of a 360-degree campaign that started online and guided customers specifically to an endcap at Walmart.
The packaging itself invited engagement, teaching the consumer how to mix different textures and flavors to create a better meal for their pet.
This example is an absolute masterclass in driving in-store engagement through storytelling. The packaging validated what the customer learned online, creating a seamless loop of trust.
So, how can you replicate this?
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Think beyond the box: Use your packaging to educate. If your product has a unique feature, don't bury it in the fine print. Splash it across the front.
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Create a bridge: Use QR codes or specific design elements that mirror your digital campaigns. When a customer sees your product in-store, it should trigger a memory of that ad they scrolled past yesterday.
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Touch matters: In a world of glass screens, tactile experiences are premium. The texture, weight, and opening mechanism of your package build subconscious trust before the product is even used.
The Role of Social Commerce in Driving Sales
Speaking of scrolling, let’s talk about where your customers are hanging out before they ever set foot in a store. Social media has evolved from a place to share brunch photos into a massive transactional engine.
Did you know that 50% of consumers have used a "buy now" button on social platforms, according to Katy Briggs of Willoughby Design, Inc? That’s half of the market comfortable making a transaction directly through a social app.
But here’s where it gets interesting for the 52/48 split: social commerce isn't just direct-to-door delivery. It bridges the gap between online discovery and in-store purchases. A huge chunk of that social activity drives foot traffic.
A customer sees an influencer unboxing a product on TikTok, clicks to learn more, and then decides they want it now, leading them to check local inventory and head to the store.
Here are some strategies to guide the journey:
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Leverage "Link in Bio" for local inventory: Don't just send people to a generic homepage. Use tools that allow social users to check stock at their nearest retailer.
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Influencer-led retail visits: Instead of just having influencers post from home, have them film content in the store where your product is sold. Show the aisle. Show the shelf. Make the physical destination part of the content.
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Exclusive in-store social promos: Drive traffic by offering a discount code on Instagram that can only be redeemed at the register. This forces the digital-to-physical crossover and lets you track exactly how well your social game is driving real-world sales.
The Economics of Split-Channel Retail
Transitioning from a purely Direct-to-Consumer (D2C) model to a brick-and-mortar presence (or trying to balance both) is tricky economics.
You have to understand price elasticity. A customer might be willing to pay a certain price online where they can easily compare ten other tabs. In-store, the dynamics change. They might pay a premium for convenience, or they might expect a deal.
One of the biggest takeaways here is the need for patience. You can't just slap your product on a shelf and expect D2C margins or D2C data fidelity immediately.
In the pet industry, for example, only about 5% of consumers can satisfy all their pet care needs strictly online (according to Binder). However, for specific categories like treatments, that number jumps to 40%. This fluctuation shows that consumers are hopping channels based on urgency and complexity.
If you’re a brand moving into retail, you have to play the long game. You’re trading some margin for volume and visibility.
To support the transition, educate before you sell. If your product sits on a shelf without context, it dies. You need targeted campaigns that run in the geo-locations of your new retail partners. Warm up the audience before they walk in the door.
Treat your retailers like partners, not just distributors. Work with them on endcaps, in-store demos, and staff training. If the store associate loves your product, they become your best advocate.
And finally, accept the hybrid shopper; don't punish customers for buying in one channel over another. Your loyalty program should reward them equally whether they buy from your site or scan a receipt from a partner store.
Guiding Consumers Through New Choices
Walking into a modern retail store can be overwhelming. The sheer volume of choices, whether it's fifty types of dog treats or an entire wall of facial cleansers, causes immense decision fatigue.
Your job is to cut through all that chaos. Consumers are looking for a guide. They want to feel confident that they aren't making a mistake with their hard-earned money.
This is where confidence in brand messaging becomes your secret weapon. If your packaging says "Healthy," what does that actually mean? If your tagline is "Durable," how do you prove it in three seconds?
Remember, confidence comes from clarity.
In the pet world, we see that while data is great, consumers often care more about the outcome than the science. They want to know "Will this make my dog stop itching?" rather than seeing a molecular breakdown of the ingredients.
You don't have to do this alone. Collaboration is a fantastic way to build confidence and scale quickly.
You might try co-branding, for instance, by partnering with a complementary brand. If you sell hiking gear, partner with a trail mix brand for an in-store display. It creates a "lifestyle" context that helps the consumer visualize using the product.
You can also rely on expert endorsements; in the pet space in particular, a vet recommendation speaks volumes. If you’re not in the pet industry, think carefully about who the authority is. Then, get their seal of approval visible on your shelf presence.
Finally, scale by integrating into the communities where your products are used. If you sell fitness gear, partner with local gyms near your retail locations to drive that highly qualified traffic to the store.
Build a Retail Strategy That Works
The retail world isn't shrinking. It's expanding into a complex, exciting hybrid ecosystem. The 52/48 split isn't a battleground where one side wins and the other loses. It's a partnership.
The brands that will dominate the next decade are the ones that stop seeing "online" and "offline" as separate P&Ls and start seeing them as two sides of the same coin. They’ll use packaging to tell stories, social media to drive foot traffic, and patience to build lasting retail relationships.
You have the tools. You have the data. Now you just need the strategy to tie it all together.
Whether you need to revamp your packaging, sharpen your social commerce strategy, or figure out the economics of a retail rollout, we're here to help.
Partner with Kinetic319 today, and let's turn that 52/48 split into 100% success for your brand.