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The digital age continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences.

To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. With this, companies can optimize each step of the shopper journey.

GfK’s Shopper research experts analyze and combine multiple data sources to fully understand shopper behavior and how to influence purchasing decisions.

We combine a deep understanding of what influences purchasing decisions at the point of sale with shoppers’ experiences. We provide our clients with the “what” and the “why”, to support marketing decisions.

Our shopper metrics optimize performance in the store, on the shelf and online – improving the purchase journey experience and managing the category – to ultimately increase loyalty and success.

Latest insights

Here you can find the latest insights for Shopper. View all insights

    • 11/20/17
    • Shopper
    • Belgium
    • English

    Will Black Friday help Belgian e-commerce reach €10 billion in 2017?

    E-commerce in Belgium continues to grow: in the first half of 2017 too we saw an increase in the number of online purchases as well as the amount spent online. Due to, among others, the arrival of Amazon Prime in Belgium we anticipate that the importance of online purchases will only increase. In 2016, Belgian consumers spent as much as 9 billion euros online: will emerging trends such as Black Friday and Cyber Monday help us to reach the €10 billion mark?
    • 10/12/17
    • Shopper
    • Belgium
    • English

    Shopping without a smartphone? No way!

    There is no denying that the smartphone has arrived and is here to stay. The small screen has taken on a central place in society as well as in our daily lives. As such, in Belgium, we spent no less than 270 million euros on online purchases involving a smartphone in the first six months of 2017.
    • 09/07/17
    • Shopper
    • Belgium
    • English

    E-commerce in Belgium – Q2 2017

    Online spendings increase with 10 percent in the first six months of 2017 to a total of 4.9 billion €
    • 09/01/17
    • Retail
    • FMCG
    • Shopper
    • Belgium
    • English

    03/10/17 - 03/10/17
    GfK Retail Seminar October2017

    Our goal with the Retail Seminars is to offer you insights on the shoppers of a specific retailer and how the behaviour of these shoppers explains the performance of that retailer today. You will find an answer to questions such as “What drives shoppers to go to these different retailers?” and “Which elements influence their purchases - at those retailers?” Before diving into that we also present you the latest trends in FMCG and Retail. And we will also offer you insights from the BeCommerce Market Monitor, the currency when it comes to the Belgian e-commerce, completed with some additional understandings from our Future Buy study.
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