Last Updated: 11.03.2025
Electronic Retailer (ERT)
Offline / Online
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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No.1 channel for comparing appliances regarding prices, technical specifications, availability (at multiple retailers)
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In store: Consumers seek info and support from trained personnel / experts in finding the right appliances: key features, price, brand; looking for good-better-best logic in product comparison (with regards to top category innovation)
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In store: They want to verify the design fit and usage experience offline (focus on usability in on-mode; design in off-mode; attention is caught by innovative experiences / presentation and kept by interaction opportunities with the product)
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Before purchase consumers tend to visit several retailers and compare offers looking for discounts / additional services
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To get an overview and a competitive offer cross-brand comparison is one key need, thus consumers often prefer ERT over appliance manufacturers' websites / showrooms.
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The teller has significant influence on considered set of appliances and thus appliance choices with their recommendation as only a handful of appliances are studied more closely by consumers.
Information - Orientation
Information - Reassurance
Purchase
Installation / Configuration
Usage - First
Usage - Routine
Usage - Maintenance