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POS Analytics

When developing new business strategies it’s essential to have relevant retail insights.

POS Analytics helps evaluating the sales impact and Return on Investment (RoI) of your sales and marketing activities. Using advanced econometric modelling techniques and leveraging GfK's rich tracking data assets we put clients in a position to simulate the outcome of their sales and marketing plans.

We combine global reach with our market research expertise to give you smart retail insights into your product assortment, media, promotions, price, market share, product range and SKU management and marketing mix.

Success Stories
  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media


    We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.

    Vanity Fair is an influential and iconic magazine published by Condé Nast.


    Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.


    Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.


    • Four in ten adults who read the magazine first heard about the Jenner cover on social media
    • 40% of adults (ages 18+) who read the July issue had not read Vanity Fair in the previous 12 months
    • Nearly half (47%) of those readers were aged 18 and 34, indicating that the coveted millennials do read print magazines, contrary to the conventional wisdom
    • The big challenge for publishers is generating awareness among these younger readers – and it looks like social media can help with this

    Click here to download the success story.

  • Efficiency and measurability in out-of-home advertising

    Efficiency and measurability in out-of-home advertising


    We use mobile data to bring reliable standards for evaluating the performance of advertising to a struggling segment of the media landscape.

    China Unicom, the second largest Chinese wireless operator.


    The out-of-home advertising (OOH) industry lacks the reliable performance metrics that today’s media planners and marketers seek before committing money to a placement. OOH companies do not have reliable data and analytics tools to demonstrate the reach, frequency and return on investment their channel can offer. In most cases, they still rely on manual data collection, which is expensive, time-consuming and sometimes inaccurate.


    We have created a win-win partnership with China Unicom to leverage its authorized big data collected from its subscribers to help OOH companies and their clients track performance of outdoor advertising in Shanghai.

    We analyze this aggregated, anonymized data and deliver the insights in a format OOH providers can use to price, measure and optimize performance in a scientific way.


    At last, the OOH industry has a viable alternative to the traditional method of measuring OOH reach and performance. Our approach provides reliable reach and frequency numbers that enable OOH providers to effectively calculate their audience ratings and compare them to television and digital advertising.

    By delivering an industry-standard set of key performance indicators, we can help revitalize the OOH industry. The success of this venture also illustrates the potential for other sectors to profit from our solutions that turn their big data into smart and valuable information.

    Click here to download the success story.

  • Using guest feedback to improve the customer experience

    Using guest feedback to improve the customer experience


    GfK works closely with a leading hotel group to measure guest feedback and drive consistently great customer experiences through its properties across the globe.

    This leading hotel group is one of the largest in the world and has received numerous awards for demonstrating innovation and an extraordinary level of service.


    This leading hotel group aims to:

    • have high-quality dialogue with its guests
    • bring relevant and current data and analyses to its hotel operators so they can use it to improve the guest experience

    These goals demand that the hotelier extends the gathering of feedback beyond the traditional mechanism of surveys to include social listening intelligence from channels such as web reviews and social media.


    We partnered with the hotel group to power its new guest experience program.
    The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.


    The hotel group now has a guest experience tool that gives it:

    • a structured way of capturing feedback from the day guests arrive at a property, in the form and channel in which they prefer to provide it
    • the ability to view feedback from multiple channels on a single dashboard
    • a means to distribute actionable customer experience information to employees and managers at each hotel

    Click here to download the success story.

  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip


    GfK research helps a global travel group understand the purchasing behavior of holidaymakers and sharpen the effectiveness of its marketing and sales forecasting.

    Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.


    The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
    Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
    In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.


    We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
    We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.


    • The research provided highly granular insight into consumers’ holiday purchase patterns. It analyzed how they research their trips, including the websites and search keywords used and the vital role of aggregators.
    • This allowed our client to influence the process effectively by enhancing its promotional tools and marketing at every step. It also made it easier to forecast future sales.

    Click here to download the success story.