Customer Journey: Typologies for Germany
Detailed Data on 6 Consumer Groups and Their Favorite Touchpoints
WIGeoGIS data partner AZ Direct, in collaboration with the Institute for Retail Research in Cologne (IfH), has identified six Customer Journey groups. This data provides insights into the interactions and purchasing behaviors of your customers, most importantly telling you where and how you can reach your target groups.
Customer Journey Data Germany
- Table of Contents: Number of people over the age of 18 and their share in 6 Customer Journey groups in Germany, broken down by spatial units
- Spatial levels: Inspire grid cells / 10-kilometer to 100-meter cells / Germany-wide
- Update Frequency: Annually
- Applications: Media planning, target group analysis, potential analysis, market analysis
- Benefits: Detailed spatial information on the interaction and purchasing behavior of German consumers based on well-founded surveys and AZ DIAS, one of Germany’s largest marketing databases
The Customer Journey data provides regional data on the information and purchasing behavior of consumers in a marketing and sales context. The 6 Customer Journey types help you identify the best touchpoints to engage your customers and target groups.
It becomes clear that brick & mortar store customers also get information online, and online buyers also use catalogs as a source for product information. This means the information channels used by consumers are not automatically their purchasing channels.
The benefit of Customer Journey data is that it is available at a granular level, even for 100 x 100 meter grid cells throughout Germany.
Why Is the Customer Journey Data Germany So Valuable?
- You gain deeper insights into the preferred information and sales channels of your customers
- You learn which touchpoints your target groups prefer WHERE
- You identify which Customer Journey groups your customers belong to with the help of regional analyses
- You spatially optimize your marketing planning
- You focus on sustainable and successful customer acquisition
Optimize your marketing planning spatially
What Are the 6 Customer Journey Groups and What Are Their Characteristics?
Here you will find a detailed description of the characteristics of the six Customer Journey groups and their average distribution within the German population:
Customer Journey Darmstadt: Online shoppers interested in advertising are predominantly found in the southern part of the city
Online Shoppers Interested in Advertising (26%)
- Age distribution: 20% of 18 to 29-year-olds / 15% of 60 and over
- Above average number of men
- Medium to high affinity for advertising
Touchpoints:
- Primarily shops online, but also in brick and mortar stores
- Receptive to advertising in mass media as well as traditional and modern forms of direct marketing
- Researches products in brick and mortar stores, online shops and, to a lesser extent, in printed catalogs
- Average cross-channel behavior
Customer Journey Darmstadt: Brick and mortar store shoppers interested in advertising can be found mainly in the eastern part of the city and in the city center
Brick and Mortar Store Shoppers Interested in Advertising (19%)
- Age distribution: 27% of 18 to 29-year-olds / 18% of 60 and over
- The distribution of women/men is the same as in the total population
- Medium to high affinity for advertising
Touchpoints:
- Purchases primarily in brick and mortar retail stores, but also in online shops
- Receptive to advertising in mass media as well as traditional and modern forms of direct marketing
- Researches products in brick and mortar stores, online shops and, to a lesser extent, in printed catalogs
- Average cross-channel behavior
Customer Journey Germany: Advertising and consumer traditionalists can be found primarily in the rural areas of central and eastern Germany
Advertising and Consumer Traditionalists (16%)
- Age distribution: 7% of 18 to 29-year-olds / 70% of 60 and over
- Above average number of women
- Low to medium advertising affinity
Touchpoints:
- Hardly receptive to online direct marketing
- Prefers traditional forms of direct marketing and advertising in mass media
- Engages in multi-channel behavior when searching for information and making purchases (excluding online channels)
- Rarely participates in cross-channel activities
Reach your target groups optimally with Customer Journey Data
Customer Journey Lake Constance: A large number of advertising and cross-channel enthusiasts can be found, among other places, northeast of Lake Constance
Advertising and Cross-Channel Enthusiasts (15%)
- Age distribution: 26% of 18 to 29-year-olds / 15% of 60 and over
- Above average number of men
- High to very high affinity for advertising
Touchpoints:
- Uses all advertising and purchasing channels
- Receptive to advertising in mass media and all forms of direct marketing
- Demonstrates strong multi-channel behavior when searching for information
Customer Journey Hamburg: Where in Hamburg can you find advertising enthusiasts with limited cross-channel behavior? The darker the area, the higher their numbers.
Advertising Enthusiasts with Limited Cross-Channel Behavior (14%)
- Age distribution: 23% of 18 to 29-year-olds / 13% of 60 and over
- Above average number of women
- High to very high affinity for advertising
Touchpoints:
- Receptive to advertising in mass media and all forms of direct marketing
- Demonstrates strong multi-channel behavior when searching for information
- Relatively high reliance on catalogs and brochures for information
- Does not make any purchases via phone or mail
Customer Journey Germany: Advertising and consumer minimalists can be found primarily in the border regions of Germany
Advertising and Consumer Minimalists (10%)
- Age distribution: 0.3% of 18 to 29-year-olds / 64% of 60 and over
- The distribution of women/men is the same as in the total population
- Very low affinity for advertising
Touchpoints:
- Searches for information and makes purchases in brick and mortar retail stores
- Hardly receptive to online direct marketing
- Little to no interest in traditional forms of direct marketing and advertising in mass media
- No cross-channel behavior
Find out which touchpoints your target groups prefer WHERE
What is the AZ Market Grid Germany?
The AZ Market Grid Germany is a data product available from macro-geographical (10 km x 10 km) to micro-geographical (100 m x 100 m) levels. That is more than 3,700 grid cells on the 10 km level and more than 22 million grid cells on the 100 m level. Customer Journey data is also available at these levels.
For each grid cell, the number of individuals in each Customer Journey group is provided, with data only including people over the age of 18. The percentage share of this group within the total population is also provided.
With the help of geomarketing analyses, it is easy to determine the optimal regions for your planned advertising campaigns. In addition to Customer Journey data, the AZ Market Grid Germany also includes data on demographics, purchasing power, consumer preferences, industry-specific potential, building characteristics, living environments and much more.
How do you optimally use Customer Journey data in geomarketing?
Using geomarketing with Customer Journey data enables you to efficiently target the optimal advertising channels.
- WHERE and in which target groups are specific touchpoints most successful?
- WHERE should you generate the highest awareness for the advertised product?
- WHERE should you plan specific channel activities?
The combination of location, target group and channel enables you to optimally align your advertising campaigns with the usage habits of your target group. Geomarketing helps you to identify the regions where you can find your target groups, and allows you to optimize your advertising campaigns.
With knowledge of the Customer Journey and your own customers, you can select the channels that best reach your target groups.
Customer Journey Data for Germany: Test now free of charge and without obligation!
- Non-binding, free test
- Test ends automatically without cancellation
- Receive test data* as Excel or shape file
I will gladly support you, also by telephone.
* Information about the free test data: Selected test data is available for districts in Munich and the surrounding areas. The products of WIGeoGIS are intended for companies and are not suitable for private use. If you need a one-time market analysis, we will gladly make you a service offer.
FAQ
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How was the data for the German Customer Journey typology collected?
AZ Direct conducted extensive, representative surveys with the Institute for Retail Research in Cologne (IfH) among the German population to identify six Customer Journey groups. These groups reflect the preferred touchpoints of German consumers for certain channels within their daily Customer Journey.
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What is the benefit of Customer Journey data?
The studies on the Customer Journey show that each consumer has unique habits when it comes to media usage. They prefer specific touchpoints to gather information about products, but often use different channels to make their purchases. It is therefore important to address the consumer at the right time in the decision-making process using the right medium. “Right” means using the medium that the consumer habitually prefers at that time. When the advertising aligns with the habits of the consumer, it achieves the highest level of attention.
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What is a touchpoint in the Customer Journey?
A touchpoint in the Customer Journey is every direct and indirect point of contact between potential customers and a brand, product or service, be it digital, in person, through print advertisements or other forms of advertising and information. Typical touchpoints include interactions with social media, chatbots, customer service or visits to brick and mortar stores. The Customer Journey can consist of hundreds of touchpoints.