Observed Signal · Oct 16, 2026 · Market Research · Source: Retail-News · Impact: 2/5 · Sentiment: Neutral
Study: Coupons and promos drive unplanned purchases
A survey by the Initiative Digitale Handelskommunikation (IDH) reveals that 94% of German consumers regularly or occasionally add unplanned products to their shopping carts. The study, based on app users of Bonial, marktguru, and Shopfully, found that visible promotions (46%), discount coupons (41%), and bulk deals like '3 for 2' (34%) are the most effective purchase triggers. Personalized recommendations in apps or online shops influence only about 10% of respondents. Most impulse purchases occur in physical stores (72%), with food and snacks being the most common unplanned category. The report suggests that retailers should combine traditional promotional mechanics with digital offer communication to drive incremental sales.
Provides insights into consumer behavior regarding promotions and retail media effectiveness, but lacks direct impact on AdTech infrastructure.
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Key Takeaways & Evidence Grounding
- 94% of German consumers regularly or occasionally make unplanned purchases.
- Visible promotional displays influence 46% of consumers; discount coupons 41%; bulk deals 34%.
- Personalized recommendations influence only 10% of consumers.
- 72% of impulse purchases occur in physical stores.
- Food and snacks are the most common unplanned purchase category (70%).
Connected Companies & Entities
1 Entity mapped“The initiative supported by Bonial, marktguru, and Shopfully surveyed several thousand users of their apps.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Shoppers Plan Purchases — Discounts Alone Aren't Enough
A representative IFH Media Analytics and Media Central study of 1,000 German consumers finds only 12% of purchases are spontaneous while 59% of shoppers plan purchases and compare offers before deciding. The research maps digital channels across the customer journey and shows retailer apps (58%) and prospekt/flyer apps (61%) are key channels for price and offer research; retailer apps are important for planning for 49% of respondents. Video ads (53%), influencers (52%) and social ads (50%) are major discovery drivers. Experts (Jan Michael Rasimus, DHBW Karlsruhe) note that major sales events like Prime Day start psychologically with deal expectations and that consumers increasingly use price-tracking tools (Idealo, Keepa) and AI tools, making shopping and platform-side targeting more data-driven.
Bonial Expands to Scandinavia via Tjek Majority Acquisition
Bonial Group, a subsidiary of Axel Springer, has acquired a majority stake in Tjek, a Nordic retail marketing platform, to strengthen its European market position. The acquisition expands Bonial's operations from Germany and France into Denmark, Norway, Sweden, and Finland, bringing its total footprint to six European markets. Tjek, founded in 2009 and headquartered in Copenhagen, operates digital platforms for retail offers and brochures, reaching approximately 2.5 million monthly users via its brands such as eTilbudsavis, Mattilbud, eReklamblad, and eTarjouslehdet. Financial terms were not disclosed. Tjek's management, including CEO Morten Bo and COO Jack Tolboe, will remain and retain ownership stakes. This move aligns with Bonial's strategy to expand its digital retail marketing services and advertising capabilities across Europe.
IDH-Konsumentenreport Q3-2026: Konsument:innen kaufen gern über den Einkaufszettel hinaus, Coupons und Aktionsflächen schlagen Personalisierung
New press release published on 01/10/2026: IDH-Konsumentenreport Q3-2026 reveals consumer shopping behaviors, with coupons and promotional areas outperforming personalization.
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