Retail in Germany is evolving rapidly, and brands that prioritize customer experience, strategic discounting, and omnichannel consistency will win. German consumers are leading the way in reshaping how, where, and why they shop. With 72% actively hunting for discounts, 53% enrolled in loyalty programs, and 27% frequently returning purchases, personalization and seamless omnichannel experiences are no longer optional—they are essential.
At Avaus, we specialize in turning data into business growth, helping enterprises create future-proof, AI-driven customer strategies. In partnership with Voyado’s Retail Radar Germany 2025, we’ve unpacked the latest consumer trends shaping retail and e-commerce. Here’s what you need to know.
The New Personalization Standard
- 53% of Germans are in a loyalty program—showcasing a strong demand for value-driven, personalized engagement.
- 27% frequently return online purchases, signaling the need for accurate product recommendations and flexible return policies.
Avaus recommendations: Brands that personalize incentives, optimize pricing strategies, and tailor content across channels will thrive. Personalization goes beyond ‘first name’ marketing—it requires relevant offers, tailored communication, and a seamless experience across all touchpoints.
Move beyond generic discounting to value-based engagement
72% of Germans actively hunt for discounts, but deep discounting isn’t sustainable long-term. Instead of slashing prices across the board, retailers should focus on exclusive perks, early access deals, and high-perceived-value incentives to maximize revenue without eroding margins.
- Example: Zalando’s loyalty program, Zalando Plus, provides members with early access to sales and exclusive discounts rather than just offering blanket discounts to all shoppers.
- Example: Nike’s SNKRS app uses limited product drops to create urgency rather than depending on continuous discounting.
The Omnichannel Evolution
German shoppers are increasingly blending online and offline experiences. Retailers who fail to integrate both channels seamlessly will lose market share. 63% of consumers view shopping as both an online and in-store experience—reinforcing the need for consistent brand messaging and engagement.
The report also shows that 60% prefer online shopping, driven by better discounts (31%) and home delivery convenience (29%). However, physical stores still matter—especially for Gen Z, who value experiential shopping.
Avaus recommendations: Retailers should invest in click-and-collect services, real-time inventory updates, and flexible return options to create a truly seamless omnichannel experience.
- Example: IKEA’s digital-first in-store strategy allows shoppers to check real-time inventory online and reserve products for pick-up.
- Example: Sephora ensures that a shopper’s online browsing history syncs with in-store recommendations via their app.
- Example: MediaMarkt & Saturn have price consistency across online and physical stores and offer same-day pickup.
Enhance customer retention through loyalty and flexible policies
The Retail Radar Germany reports that 53% of German shoppers are in a loyalty program, meaning brands must offer more than just points-based rewards. 27% of shoppers frequently return online purchases, showing a need for flexible policies to increase trust and repeat purchases.
- Example: Amazon Prime builds loyalty beyond discounts by offering faster shipping, exclusive content, and special member perks.
- Example: H&M’s membership program provides personalized discounts based on past purchases and integrates sustainable incentives.
- Example: Zalando & ASOS both offer ‘Try Before You Buy’ options, allowing customers to return items with minimal friction.
Leverage social commerce—but tailor it to your audience
44% of Gen Z in Germany are influenced by TikTok, while Facebook remains dominant for older generations. Brands must adapt messaging, content format, and platform strategies based on audience behavior – leveraging TikTok for Gen Z, Instagram for Millennials, and Facebook for Boomers.
- Example: Gymshark’s TikTok-first strategy uses short-form video content featuring real people to feel organic and engaging.
- Example: Zalando uses Instagram ‘Shoppable Stories’ to enable users to instantly add products to their cart.
- Example: Douglas runs TikTok campaigns featuring live product demonstrations and influencer-led ‘Shop the Look’ collections.
Final Thought: Winning in 2025 Requires Smarter Retail Strategies
Retailers in Germany must embrace data-driven engagement, optimize pricing strategies, integrate omnichannel experiences, and adapt social commerce approaches to thrive in 2025. To download and read the full report, click here:
✅ Smarter Discounting Strategies: Instead of relying on heavy discounts, retailers should use exclusive offers, loyalty perks, and tiered promotions to drive sales without sacrificing margins.
✅ Strengthening Customer Loyalty: With 53% of shoppers in loyalty programs, personalized rewards and flexible return policies are essential for retention and long-term trust.
✅ Seamless Omnichannel Experiences: 63% of consumers shop both online and in-store, making real-time inventory updates, unified customer data, and click-and-collect options crucial for success.
✅ Optimized Social Commerce: Gen Z relies on TikTok for shopping decisions, while older consumers prefer Facebook. Brands must tailor their content strategies to match audience behaviors.
At Avaus, we help brands implement practical, customer-centric strategies that drive profitability, loyalty, and seamless digital transformation.
👉 Want to future-proof your retail strategy? Let’s talk!
More info about Voyado & Avaus
About Voyado
Voyado is a SaaS company helping retail brands create hyper-relevant shopping experiences, increase customer loyalty and drive business growth. Their AI-powered customer experience cloud includes a product discovery engine with deep product knowledge to predict and respond to visitors’ intentions on e-commerce websites, and a multichannel marketing platform that offers invaluable insights and campaign tools for delivering automated and personalized shopping experiences.
With headquarters in Stockholm, Sweden, the company has more than 300 employees around Northern Europe, growing rapidly with customers around the world. Voyado makes brands easy to love.
For more information, visit voyado.com.
About Avaus
With the use of data, automation, and AI we create personalized experiences for your customers across all channels (website, email, social media, etc.). By partnering with Avaus, you’ll get the most out of your employees and technology, leading to better results in marketing, sales, and customer service.
To learn more about Avaus’ expertise in retail, visit avaus.com/retail.