The Hybrid Consumer Morné Cronjé The rise of the ‘hybrid consumer’ is an emerging and growing trend with significant implications for the South African franchising industry. It is pivotal that these new customers are understood so as to leverage a profitable relationship with them. At this year’s FNB Franchising Leadership Summit, Dion Chang, trend commentator and founder of Flux Trends, will be discussing the rise of the hybrid consumer. Chang defines a ‘hybrid consumer’ as someone who shops both online and offline. Morné Cronjé, Head of FNB Franchising says, “To service a hybrid customer is like having two companies at the same time because you've got to run a virtual and a physical store, which in the end could be costly for the franchisee and franchisor. Retailers could be reluctant to service hybrid consumers who shop both online and offline, but if we fully understand these customers, it could be a profitable experience.” “A year or two ago, people were just consid...