Getting insight into which touchpoints drive the best ROI for your brand
To maximize their performance in today’s competitive retail landscape, brands need a single, accurate view of the market with instant insight into consumer purchase behavior. In my second post in this blog series, I’ll look at how the GfK Consumer Journey solution delivers that and enables brands to understand how consumers do their research when they buy a new product.
My previous post looked at the purchase triggers in the UK television sector as an example of the insights brands can get from the GfK Consumer Journey module of the Consumer Insights Engine. This time, I’ll look at how the solution can give brands accurate, actionable information about how and where consumers research and evaluate their options when they are looking to purchase a new TV.
Our Consumer Journey survey data reveals that the majority of television buyers in the UK do their research online. Most of them visited major retailer websites during their purchase journey – the most popular among TV purchasers were Curry’s (63%), Argos (56%) and Amazon (49%).
(Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for UK TV market)
Perhaps that’s not so surprising, but our numbers also show that in-store touchpoints still play a major role in the purchase journey. More than half of TV purchasers visited a physical store to research their new TV. Of those who researched their options online, 57% made their purchase in-store.

What’s more, in-store visits have higher conversion rates than online channels. Around 82% of people who went to a store bought a television in-store, while only 42% of those who searched online made a purchase online.
(Source: Consumer Insights Engine Consumer Journey, Q1 2018 data for UK TV market)
 Even in a digital age, in-store advertising and displays play a major role in

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