Guidance rather than chance: the shopping process follows clear stages
Today’s consumers do not follow a linear path through their shopping journey, but switch flexibly between inspiration, orientation, concrete planning and the final purchase. Depending on what is relevant at any given moment, they turn to different channels. The analysis focused exclusively on digital sales channels, which fulfil different functions throughout these stages. This is precisely where the challenge for sales communication lies.
Retailer apps are the most widely used source for offers and prices (58 %) and accompany many consumers through several stages of the journey. Catalogue apps are particularly strong when it comes to inspiration and concrete shopping planning. 27 % see them as the most important source of inspiration, whilst for 54 % they are among the three key touchpoints.
At the same time, social media and video platforms are gaining in importance as sources of inspiration. More than half of consumers discover new products and trends here. These channels attract attention, but are rarely the place where decisions are made.
When impulses turn into real decisions
As soon as consumers become more specific, comparison takes centre stage. Price comparison sites are among the most important channels in this phase for 59 %, and search engines for 55 %; they are used specifically to evaluate offers and find the best option. Transparency and trust thus become decisive factors. Retailer-affiliated channels such as apps or websites gain significance precisely here, as they are perceived as reliable sources.
This becomes particularly relevant at the planning stage. When consumers are actively preparing for a purchase, clarity and ease of access are key. 34 % cite leaflet apps as the most important channel at this stage, whilst 61 % count them amongst the most important points of contact. Offers visible here go straight onto the shortlist.
The purchase ultimately takes place where everything comes together. A clear benefit, the right moment and an easy way to make the purchase provide the decisive impetus. Channels that offer exactly that have the greatest influence on the final decision.
Relevance trumps reach
It is therefore not a question of utilising as many channels as possible at the same time. What matters is the role a channel plays at any given moment.
Brochure apps combine inspiration and planning, retailer apps primarily support the final purchase, search engines provide guidance, and social media generates momentum. It is only this interplay that ensures attention actually translates into purchasing decisions.
For retailers, this means a shift in perspective. After all, successful promotion communication is not based on individual channels, but on consumer behaviour throughout their customer journey. Those who understand this logic and use it strategically will not only attract more attention, but, above all, achieve greater impact.
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