5 phases of the buyer's journey

We use a model with 5 phases of the customer journey:


We have acted as customers, interacting with companies in all 5 phases – and a total of 51 touch points – in order to measure and show the shopping reality as it is at that very moment.

It’s a quantitative approach. We focus on whether the retailers actually meet the parameters we measure, more than the quality in which they act on it.

We are fortunate to have some awesome partners



Get to know our partners



Danske Bank is a Nordic bank with strong local roots and more than 145 years of experience. They provide advisory services to private banking customers as well as small and medium-sized businesses within various industries. They offer advice that adds value to business operations – ranging from sole proprietors to businesses that form part of a multinational group.


Raptor Services is a true omnichannel market leader within personalised recommendations. Their data platform collects, learns, and recognises each user and their individual behaviour – allowing businesses to offer relevant content and products across all platforms and channels. The behavioral understanding of processed data makes it possible to create individual customer profiles down to a 1:1 scale and improves the overall customer experience.


Stibo Systems, the master data management company, is the trusted source of MDM. Our solutions are the driving force behind companies that have unlocked the value of their master data. We give companies transparency – a single, accurate view of their master data. Stibo Systems is a privately held subsidiary of the Stibo A/S group, founded in 1794, and is headquartered in Aarhus, Denmark.


IMPACT Extend is a data-driven digital marketing agency that reveals insights into businesses and, with these insights, enables their clients to take advantage of bold business opportunities. By understanding the full user journey, they build and execute digital marketing plans that maximise ROI – both online and offline. They have helped B2B and B2C businesses such as GANNI, Imerco, and LogPoint.

Facts about the index


Retailers and brands

3 countries

Norway, Sweden, and Denmark

Spring 2020

Time of investigation


min. 20 physical store


estimated revenue of +500 mio. DKK

The industries

Accessories and Personal, Fashion. Home and Interior

Electronics, Shoes, Sports and Leisure, House and Garden

Department Stores, Animals, Gifts and Hobby, and Children's products