Last Updated: 11.03.2025
Search Engine
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) as well as general planning guidance.
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They often rely on Social Media platforms and kitchen furniture manufacturers / retailers, providing opportunities for search optimization especially on YouTube and Pinterest as well as cooperation with trusted partners. This offers great potential to become part of the consumers relevant set even before they have started to think about appliances.
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Search engines remain relevant throughout the journey as one major touchpoint, also when it comes to closer appliance considerations and after purchase. This is where BSH has the right and ambition to win with regards to SEO/SEA.
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Generally, consumers visit retailer, comparison and test pages as well as manufacturer pages from the search engine.
Information - Orientation
Information - Reassurance
Purchase
Installation / Configuration
Usage - First
Usage - Routine
Usage - Maintenance
