Sensor Tower's Full Funnel Digital Intelligence Playbook

The article emphasizes that understanding the full digital funnel—web traffic, app engagement, and advertising—is crucial for retailers. In the home and lifestyle category, Wayfair maintains the largest web footprint in 2025, while Kohl's leads in year-over-year web traffic growth at +16%, followed by Macy's at +10%. Kohl's and Macy's have significant app-only user bases (38% and 42% respectively), whereas premium brands like Crate and Barrel rely almost exclusively on web.

Wayfair dominates in MAUs and downloads, with Kohl's and Macy's closely matched in app performance. However, using Audience Insights, the article reveals that despite similar app audience sizes, Macy's and Kohl's attract different shopper personas. Macy's app users over-index for Fashionista and Sneakerhead personas—style-conscious, trend-driven shoppers—while Kohl's appeals to Wholesale Shoppers, Shopaholics, and Home Cook personas—value-focused, household-oriented customers.

This underscores the importance of understanding audience differences to optimize customer acquisition strategies. The article previews similar analyses for cosmetics and banking categories, offering a full report for deeper insights.