This blog is part of a webinar on the consumer purchase journey called The secret to winning in the online jungle.
How does the consumer purchase journey really begin? There’s no doubt that online is the go-to channel for consumers when they are looking for a technology or durables product. In 2018, over half of consumers in Great Britain, France, Germany, Spain and Italy (EU5) that bought a tech or durables product used online sources to research their purchase.
Omnichannel is of course very important
About 4 in 10 of consumers who ultimately purchase in-store used online sources to research their purchase. No brand should underestimate the significant opportunity to influence customers and potential customers in the purchase journey through the informed use of online touchpoints.
If you can de-code how today’s savvy shoppers use online tools in their purchase journey, you can ensure your brand is front and center in their decision process. So how can we understand exactly what’s going on behind the keyboard?
We combine consumer survey and sales data from the GfK retail panel to cover the online and offline world. By adding measured behavioural and online review data we build a complete picture of the consumer purchase journey. This complete view of the online and offline world is delivered as the GfK Consumer Insights Engine. Latest insights can be accessed anytime in the dashboard that spans the purchase journey from the buying trigger into the research phase, to the point of purchase and through to evaluating early usage of products. The online measured data provides detailed insights into what happens behind the keyboard, and online review data provides early indications of usage attitudes and experiences with your own – and your competitors’ – products.

De-coding the consumer purchase journey for a TV (example case)
More than three quarters (77%) of purchasers of

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