We at promoPers have been working in the field of sales promotion for almost 20 years now, mainly with products from the consumer electronics industry, which have a significantly higher need for explanation than products from other industries. Over the years, we have tried out a wide variety of concepts to achieve the optimum effect on the end consumer. Of course, always with a focus on sales, but never pushing or demanding. These are not sustainable strategies for the premium products of our customers.

In fact, we now rely almost exclusively on fixed, contractually defined personnel - our so-called experience consultants - for our long-term customers. By tying the staff to a brand for many years, we enable the inclusion of various models in regular sales training and further education. For example, the renowned McKinsey Consumer Decision Journey Model, which we would like to briefly highlight in this blog post.

Let us win your in-store battle!

The McKinsey Consumer Decision Journey is a useful model for understanding the steps a consumer goes through when making a purchase decision. In the case of on-site retail sales, this process can be particularly important in driving sales and building customer loyalty. The following describes how the Consumer Decision Journey model applies to a typical retail on-site sale and how sales promotions can influence consumer behavior at each stage. A nice quote from the original publication described that up to 40% of on-site visitors change their mind about a product or brand:

Applied to Experience Consultants

Experience Consultantscan play an important role in the Consumer Decision Journey, especially in retail. These experts, trained and hired by our agency, can help consumers at various stages of the decision-making process when explaining products and services. Here's how:

Overall, experience consultants can have a significant impact on behavior during the consumer decision-making process. By understanding the consumer decision journey and leveraging trained and knowledgeable staff, companies can effectively increase sales and build customer loyalty.

Anyone who would like to read the initial publication for themselves can do so at any time here:

An interesting turnaround is taking place in the retail sector in Switzerland: while online retail has only recorded a minimal increase in sales of two percent and is stagnating, bricks-and-mortar retail is experiencing a renaissance. This development is confirmed by a study conducted by the University of St. Gallen (HSG), which has been researching the relationship between online and bricks-and-mortar retail since 2011. The HSG's latest study suggests that shopping in physical stores is becoming more popular again, particularly in countries such as Germany and Austria - a trend that can also be observed in Switzerland.

This change emphasizes the continued importance of stationary sales. Despite the digital age and the convenience of online shopping, people are increasingly looking for the in-store shopping experience again. The HSG study underlines that the brick-and-mortar store remains crucial for a balanced retail environment. Personal contact and the direct product experience in the store play an important role for consumers.

• Trend back to brick-and-mortar storesThe latest study by the University of St. Gallen shows that shopping in physical stores is becoming more popular again, especially in Germany and Austria.
• Regional differences in stationary retailIn Germany and Austria, bricks-and-mortar retail is experiencing growth of around 30 percent, while in Switzerland stores are growing by two to three percent.
• Situation in German online retailIn contrast to Switzerland, where online retail is stagnating, Germany is experiencing a decline in online sales.

The industry remains optimistic and sees the hybrid future of retail, which demands strong presences both online and offline, as an opportunity to reshape the shopping experience. The results of the HSG study encourage retailers to invest in both sales channels and leverage the strengths of each format to meet changing consumer needs.

This development reinforces the role of our promoters. They are the link between the digital and physical worlds, proving that in the age of e-commerce, the human element and the local shopping experience are irreplaceable. At promoPers, we are proud to occupy this important interface and continue to support brick-and-mortar retail with our human touch.

For further information, here is the link to the HSG study:
https://www.unisg.ch/de/newsdetail/news/neue-studie-zu-handelstrends-einkaufen-im-laden-ist-wieder-beliebter/

And another contribution from SRF:
https://www.srf.ch/news/wirtschaft/shopping-im-internet-schweizer-onlinehandel-kommt-nicht-mehr-recht-vom-fleck