Why channels work in synergy and how brochures provide guidance in this context

The question of which channels are truly effective in the retail sector cannot be answered in isolation. Anyone planning promotional communications must understand how consumers obtain information. This is where the EHI’s new ‘Atlas of Channel Relevance 2026’ comes in: The study examines the role of paid communication channels at different stages of the customer journey in the retail sector. The aim of the study is not only to understand which channels are actually relevant and how different target groups use them, but also how channels interrelate and which information and channel pathways consumers follow.

The roles of the channels

The results paint a clear picture: brochures, both digital and printed, are the most actively used formats for comparing information. Consumers use them not just passively, but actively to compare offers – a strong indication of their importance. They also lead the way in terms of perceived relevance: 60.3% of respondents rate digital leaflets as the most relevant, followed by printed leaflets at 55.4%.

YouTube has established itself as the leading digital video format in the retail sector and is used specifically for product research. Streaming, TV and (D)OOH, on the other hand, are primarily effective during the awareness phase and serve to attract attention.

Print and digital: the strongest channel combination in the information process

A key finding of the study is that channels do not operate in isolation, but in combination. The combination of digital and printed leaflets is, in both directions, the most frequently used channel route.

Furthermore, the results show that:

Consumers combine several channels within their information-gathering process.
Communication impact arises from the sequence and combination of touchpoints.
Information is frequently absorbed, supplemented and verified across different channels.

What this means in practice

Specific patterns of behaviour can be derived from the results:

1. Plan channels as a system

Individual measures do not go far enough. What is crucial is the logical sequence of touchpoints – from the initial impulse to the final decision.

2. Use leaflets as a guide

They structure information and enable comparison. Whether digital or printed, brochures remain indispensable for communicating what’s on offer.

3. Design transitions strategically

Awareness channels should lead into media that provide clear guidance. The success of a campaign depends on cross-channel coordination.

4. Address target groups in a differentiated manner

Whilst younger target groups are more likely to engage via video and social media platforms, brochures – whether digital or physical – remain relevant across all target groups, particularly for households that are planning-oriented.

The key findings of the study underline the importance of cross-channel interaction. Brochure channels remain indispensable, as they are effective precisely where decisions are made: when information is being compared in a targeted manner. In combination with cross-media channels throughout the customer journey, they convey your messages effectively whilst simultaneously increasing footfall at the point of sale.

We would be happy to help you tailor the ideal mix of channels to your specific requirements.

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