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      Digital purchasing advice in retail is developing rapidly. Modern AI systems can now not only provide information, but also ask and answer questions in dialogue. Comparing options and actively guiding consumers through the decision-making process – this creates a new form of purchasing support that is functionally closer to a personal sales conversation than classic search and filter mechanisms.

      What digital purchasing advice means for businesses

      New opportunities are opening up for retailers and manufacturers: digital purchasing advice reduces decision uncertainty, provides explanations for complex product ranges and reduces the number of abandoned purchases. However, acceptance of this form of purchasing support is not a given – trust, transparency and freedom of choice are key prerequisites.

      The latest Consumer Snapshot examines how consumers perceive dialogue-based advice in voice or text form, in which product categories they see the greatest added value, and in which phases of the customer journey digital advice actually provides support.

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      New study shows the extent to which consumers use artificial intelligence for purchasing advice - and retailers use digital dialogue systems effectively.

      Download now (in german)

      The most important results at a glance:

      • More than half of the consumers surveyed would use dialogue-based digital advice in future
      • The willingness to use digital services among 18- to 24-year-olds is 78 per cent, with 0 per cent rejecting digital counselling outright.
      • 46 per cent see the greatest potential in electronic goods
      • One third would like the option to switch to human advice
      • Anonymity and transparency are key factors in building trust

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      Here you will find all past issues of the newsletter, which is published three times a year and covers current developments, trends and drivers in the retail and consumer goods market.

      Your contact person

      Stephan Fetsch
      Stephan Fetsch

      Partner, Deal Advisory, EMA und German Head of Retail & Consumer Goods

      KPMG AG Wirtschaftsprüfungsgesellschaft