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Insight of the Day: Majority of consumers buy from multi-brand channels, while direct-to-consumer retailers lose important consumer touchpoints


  • Multi-Brand Preference: 84% of consumers prefer multi-brand channels (both online and offline) for shopping and gathering product information.

  • D2C Less Popular: Only 35% of consumers shop through direct-to-consumer (D2C) channels.

  • Omnichannel Journeys: Consumers often use multiple channels before making a purchase, highlighting the importance of an omnichannel strategy.

  • Regional Differences: German consumers are more likely to shop online than American consumers. Younger consumers are more likely to use multiple channels.

Key Takeaway:

Focusing solely on D2C channels can lead to missed opportunities, as most consumers prefer multi-brand channels and engage in omnichannel shopping journeys.


Omnichannel shopping is the norm, with consumers utilizing various online and offline channels for research and purchases.

Consumers Addressed:

The study focused on consumers in Germany, the United States, and Japan, with specific insights on varying preferences across these regions and among different age groups.


  • D2C channels remain important but should be part of a broader omnichannel strategy.

  • Companies need to align their distribution strategies with consumer expectations and preferences.

  • Understanding the customer journey across multiple channels is crucial for success.

Implications for Brands:

  • Omnichannel Approach:  Brands must ensure they have a presence in multiple channels to meet consumers where they are.

  • Targeted Strategies:  Develop tailored approaches for each channel based on consumer behavior and expectations.

  • Data-Driven Insights: Utilize consumer data to understand preferences and optimize the shopping experience across all touchpoints.

  • Regional Adaptation: Consider regional differences in consumer behavior when designing distribution strategies.

Implications for Society:

  • The rise of omnichannel shopping reflects a shift in consumer expectations towards convenience, choice, and personalized experiences.

  • Retailers must adapt to these expectations to remain relevant and competitive in the ever-evolving retail landscape.

  • The focus on data-driven insights could lead to more efficient and personalized shopping experiences for consumers.


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