Click and Buy vs Brick and Buy Study by ECC Köln and Syndigo

The Importance of Online Information for Purchase Decisions and Shopping Experiences

Whether online or at the point of sale, today’s customers expect product information that is complete, consistent, and engaging. Digital touchpoints have become a key driver of in-store purchases: many consumers research products online well before visiting a store. Once there, most continue to use their smartphones to compare prices, access additional product details, or manage loyalty programs—across industries.

The „Click & Buy vs. Brick & Buy“ study reveals how digital information, social media, and the use of smartphones and QR codes influence consumer behavior in brick-and-mortar retail—and why content quality and seamless touchpoint integration are key drivers of conversion and sales.

Download the study now to gain exclusive insights, expert interviews, and practical recommendations for retailers, brands, and manufacturers!

Key Findings of the Study

Purchase decisions now happen everywhere—online, offline, and on the go.

Across industries, Instagram is the most-used source of inspiration before a purchase; TikTok is gaining particular traction in beauty and cosmetics.

91% of consumers abandon a purchase if product information is missing.

40% base their online purchase decisions primarily on high-quality product images.

66% of electronics shoppers consider customer reviews important even in physical stores.

28% now use their smartphone to pay when shopping.

81% of consumers find QR codes user-friendly.

From click to cart: how touchpoints work together

PIM & Content

Good product information convinces, great content inspires. Combining facts with emotion makes brands tangible and memorable.

Smartphone at the POS

The constant companion becomes a key decision-maker. At the shelf, the smartphone delivers product details, comparisons, reviews, and inspiration.

QR-Codes as Touchpoints

Scan → Click → Added Value. QR codes connect the store floor to the digital brand world, building lasting customer relationships that go beyond the purchase itself.

Three Must-Haves for Tomorrow’s Retail

Together, they create a seamless brand experience—from initial information to long-term loyalty.

Why This Study Matters to You

Purchase decisions now happen everywhere—online, offline, and on the go.

See which digital touchpoints truly influence purchase decisions—both online and in-store.

Learn which content and formats prevent cart abandonment.

Discover how smartphones and QR codes support shoppers at the shelf—and how to turn them into new touchpoints along the customer journey.

Get actionable insights to improve content quality, channel consistency, and PIM processes in measurable ways.

This study was conducted by ECC Köln in cooperation with 1WorldSync by Syndigo. (The study is available in German only.)

Joint Study by ECC Köln and 1WorldSync by Syndigo: CLICK & BUY VS. BRICK & BUY