Last Updated: 11.03.2025
Social Media
Please, have a look below to 1) find some touchpoint-specific insights and KIP-related findings as well as 2) a mapping to the journey phases of the various suggested activities for this specific touchpoint.
All activities are labeled. Please find the labels and meanings here:
APPLY - Initiative has been successfully implemented within BSH and is ready for local scaling.
ADAPT - Basics have been successfully implemented within BSH but might require adaption for better KIP tayloring before local scaling.
EXPLORE - Initiative is not yet successfully implemented and can be driven in local pilots.
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Early in the journey consumers mostly seek visual inspiration (more on design aspects / furniture than appliances)
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To do so, they mostly browse their feed and suggestions a/o actively search for known kitchen brands / general search words (e.g. kitchen trends, open kitchen, black kitchen, ...)
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They primarily consult Instagram / Pinterest / ... but might also search for general kitchen planning guidance e.g. on Youtube
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Over the course of the journey Social Media plays a big role in brand and need building as well as during the usage phase for information, inspiration, and entertainment pruposes, e.g. recipes, self help, usage / clean&care tips, interactive formats.
Information - Orientation
Information - Reassurance
Purchase
Installation / Configuration
Usage - First
Usage - Routine
Usage - Maintenance