Digital in Europe: a new omnichannel customer journey
New Digital Trends in Europe
The purchasing journey evolves: focus on Social Selling
Currently, 75% of consumers combine digital and physical touchpoints in their purchasing journey. The line between online and offline is fading in favor of a seamless, immersive, and connected experience.
This new ecosystem places video, social networks, and emotion at the heart of purchasing decisions. In Europe, social selling is booming, driven by platforms like TikTok, Instagram, and Pinterest, where inspiration turns into action in just a few clicks.
👉 Why is this strategic for brands?
Because these new journeys are:
- Instantaneous: 3 clicks are enough to purchase on TikTok.
- Influenced: 82% of consumers buy after watching a video.
- Engaging: 93% of TikTok users exhibit shopping-related behaviors.
🇪🇺 Europe is following this trend: social commerce in the UK already accounts for £16 billion, with growth accelerating in Germany, France, and Spain, as consumers become increasingly inclined to purchase via live formats, user-generated content, or creator recommendations.
The purchasing journey is no longer linear
Today, consumers carve their own paths, far from the traditional purchase funnel. In a context where the customer journey is anything but linear, focusing on omnichannel strategies allows for intelligent bridges between each touchpoint. The goal: to offer a consistent, seamless, and memorable experience, regardless of the channel activated.
- 62% of consumers typically start their purchasing journey by browsing products online rather than in-store to discover and compare options. Conversely, 38% prefer to explore directly in-store.
- During the purchase act, 47% finalize online, and 20% of online visitors will eventually buy in-store.
- 74% of online shoppers opt for home delivery, but a significant portion chooses pickup options (relay points, in-store, etc.).
Making digital more personal
Emotionally connected buyers spend 2.5 times more annually, recommend brands at a 58% higher rate, and exhibit 306% higher brand loyalty.
Creating an emotional connection
Humanising the digital experience means touching the heart before convincing. Authentic storytelling, shared values, and sincere interactions create a lasting bond between the brand and the consumer.
Personalising
Tailoring each message, journey, and recommendation to the customer’s profile enhances engagement. By leveraging data, offer a unique experience that makes the customer feel understood and valued.
Entertaining
Entertainment captures attention, creates memorability, and encourages interaction. Short formats, gamification, storytelling… Providing a dose of emotion or fun amplifies the impact of your content.
Building Communities
Turn your customers into true ambassadors. By bringing them together around shared interests, experiences, or values, you build a relationship of trust and long-term loyalty.
Our activation solutions
People-centered digital touchpoints
In a world where purchasing journeys are becoming more complex, our digital solutions enable brands to connect, convert, and retain customers at every stage of the journey.
🎯 Our goal? To create personalized, engaging, and emotional digital experiences that strengthen the brand-customer connection.
🛍️ Digital Shopping
By recreating online the proximity and expertise of a salesperson, whether live or on-demand, and leveraging the power of social networks, these solutions offer a new way to shop. Through immersive formats, your brand captures attention, provides real-time reassurance, and converts without disrupting the journey.
👉 Our solutions: Social Shopping, Live & Video 1 : 1 / 1 : Many
😍 Brand Ambassador Communities
Bringing your customers together around your brand transforms engagement into influence. Communities become your best advocates, testers, and ambassadors. A powerful asset to build trust and brand preference.
👉 Our solutions: Loyalty program, Reviews, Events, Influencers
🎥 Shopping Content
The right content at the right time inspires, reassures, and drives action.
UGC (user-generated content) strengthens authenticity, while branded content brings the brand universe to life. Together, they enrich the customer journey with emotion and relevance.
👉Our solutions:UGC, Gamification, Landing Pages, UX, Shoppable Content
📱 Training & Onboarding
Create added value by guiding your customers from the moment of purchase.
Give them direct access to product experts, personalized masterclasses, and educational content in-store or online. The result: better product understanding, fewer returns, more satisfaction… and long-term loyalty.
👉 Our solutions: B2B training, Masterclasses, Tutorials
Prêt à faire passer votre expérience client au niveau supérieur ?
Let’s talk and build your custom omnichannel strategy together!