Mapping channel relevance: How EHI built a data-driven framework for retail communication planning

Facts & figures

Global HQ: Germany

Founded: 1951

Employees: 80

The EHI Retail Institute is a research, education and consulting institute serving the retail industry and its partners. EHI brings together retailers, manufacturers, media companies and solution providers to analyze current retail challenges using data-driven approaches and develop practical recommendations for action.

Business challenge

Consumers engage with a wide range of digital and traditional communication channels, often in parallel. For retail marketers, this creates increasingly complexity in understanding where to invest and how to structure effective media strategies. Set out to develop a clearer, evidence-based understanding of communication effectiveness across the retail industry.

Key questions:

• Which communication channels are most relevant to consumers?
• How does relevance differ across target groups?
• What role do channels play in early-stage decision making?
• How are channels combined across the customer journey?

Answering these questions required a robust, representative data foundation, alongside detailed insights into media consumption, purchase behavior, and shopper motivations

Solution & research results

As part of its “Offer Communication” initiative, EHI collaborated with YouGov Shopper and industry partners to develop the Channel Relevance Atlas 2026. YouGov contributed through its Shopper Media Solutions, combining:

• Representative shopper panel data covering approximately 67.8 million individuals in Germany
• An in-depth survey of 1,000 consumers
• Supporting industry workshops

The study analyzed 11 communication channels across eight audience segments and three key journey stages: awareness, interest, and consideration.

Key research findings include:

• Digital leaflets have the highest overall relevance (60%)
• Printed leaflets remained highly relevant (55%), confirming their continued role in retail communication
• YouTube is the leading digital video channel for information gathering and decision support
• Channel relevance varies significantly by audience segment, age, and shopping motivation
• Communication effectiveness is driven by combinations of channels rather than single touchpoints

The analysis also enables visibility of how consumers move between channels, highlighting common pathways and the role each channel plays within the decision-making process.

Business outcomes

The Channel Relevance Atlas provides the retail industry with a structured and evidence-based framework for communication planning. By combining EHI’s retail expertise with insights from YouGov Shopper’s panel and Shopper Media Solutions, organizations can:

• Improve understanding of audience-specific channel preferences
• Prioritize channels based on measurable relevance
• Identify effective channel combinations across the customer journey
• Allocate media budgets with greater confidence
• Align communication strategies more closely with observed consumer behavior

As a result, the Atlas serves as a practical planning tool, supporting more informed decision-making in an increasingly fragmented media environment.