Please activate JavaScript in your browser settings to enable all features of this website.

Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
Smart Automotive Insights image

Smart insights: Retail

The pace of change in the retail industry is driven by digital advancements: more touchpoints, more product reviews and comparisons for consumers to access anytime, anywhere. And more variety in the path to purchase of shoppers.

To stay competitive and relevant, retail businesses need to understand evolving shopping behaviors and target group demands. They need to apply this knowledge to create differentiated experiences across both digital and physical environments.

Our retail industry research experts provide the insights to support you at every stage: from measuring your shoppers’ experiences and paths to purchase, to monitoring retail performance and trends.

Industry newsletter

Get the latest GfK industry news

Discover the latest industry insights, trends and markets data with our newsletter. 

Latest insights

Here you can find the latest insights for retail industry. View all insights

    • 03/08/16
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • Shopper
    • Canada
    • English

    Welcome to the world of the Connected Consumer

    It's time to think differently. Today's consumers are harnessing technology to reinvent themselves, their lives and their communities. They are changing the existing value system. Connected Consumers embrace freedom, acceleration and intimacy. Are you ready? The future is now.
    • 01/29/16
    • Retail
    • Consumer Goods
    • Point of Sales Tracking
    • Canada
    • English

    Marketing to Millennials: the new generation of pet owners

    The Millennials, a generation of 18-35 year olds are marrying later (if at all) and delaying house purchase. In the US, this group overtook the Baby Boomers (those aged 50-69) as the largest population of pet owners in 2014. What does this mean for pet food manufacturers?
    • 01/28/16
    • Fashion and Lifestyle
    • Retail
    • Canada
    • English

    What makes us want to look good?

    On average, we spend 4 hours a week on bathing, shaving, getting dressed, doing our hair and putting on make-up (some of us) 1. This combines almost five hours a week for women and just over three hours for men. But what are the big motivating factors that drive us to want to look our best? Well, when it comes to major (rather than minor) reasons – the most popular motivation is to feel good about ourselves. This was cited by 60 percent of the 27,000 people interviewed, followed by making a good impression on people we meet for the first time (44 percent) and setting a good example for our children (40 percent). These top three reasons hold true for both men and women. But the number one reason – to feel good about ourselves – resonates more strongly with women (67 percent women, versus 52 percent men), while the making a good first impression and setting a good example for our other two reasons are cited by almost the same percentage of men as women. Infographic showing top 3 reasons for looking one’s best, by gender

    Gender divide

    For men, the fourth and fifth most popular major reasons for trying to look their best are to please their spouse or partner and to make a good impression on people of the opposite sex or those they find attractive (37 and 36 percent respectively). By contrast, women are more motivated in trying to look their best by the wish to express their individuality and because it makes them feel in control (both standing in fourth place equal, at 40 percent each).

    Top 3 motivations change with age

    All age groups agree that feeling good about themselves is the leading major motivation for trying to look their best. But when it comes to the next most popular trigger, the age groups differ. Not surprisingly, people under 30 years of age are more focused on making a good impression on people they meet for the first time, and making a good impression on people of the opposite sex or those they find attractive rank. For this age group, these rank 2nd and 3rd as the major reasons for looking their best. For those aged 30 and above, setting a good example for their children is consistent across all age groups as the 2nd most commonly cited motivation. And when it comes to those aged 50 and over, pleasing their spouse or partner makes an appearance as their 3rd most popular major reason.

    Italians, Argentinians and Americans spend most time on personal grooming

    Italians lead when it comes to time spent on personal grooming (bathing, shaving, dressing, hair, make-up) – saying they spend just over five and a half hours per week on average. They are followed by Argentinians and Americans, who are equal at just over five and a quarter hours per week. At the other end of the scale, Chinese say they spend less than three hours per week on average, followed by South Koreans with just over three and a quarter hours and Japanese just over three and a half. Download our free data charts showing full findings for each of the 22 countries.

    About the study

    1GfK conducted an online survey with over 27,000 consumers aged 15 or older in 22 countries. Online data were collected using a staggered field start that completed in June 2015 and weighted to reflect the demographic composition of the online population age 15+ in each market. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, UK and USA.
    • 12/05/16
    • Retail
    • Global
    • English

    Millennials: Are ‘digital natives’ more engaged with e-commerce?

    In a world increasingly active online, more and more questions arise to define the ‘digitally savvy’ population. We know Millennials, those reaching adulthood around the year 2000, have been born into a digital world, but are they more engaged with e-commerce brands? Using Millennials as a target group has been criticized, as marketers broadly categorize individuals at different life stages, with different interests and attitudes. However, this cohort of digital natives have already shown differentiating behavior in terms of social media usage, gaming and life priorities including health, marriage, having children or buying a house. For all the myths, Millennials are one of the largest consumer groups in history, they have an affinity with technology and are about to reach their prime working and spending years (Goldman Sachs).

    The E-commerce Elite

    Each year InternetRetailing UK releases a list of the top e-commerce and cross-channel retailers. We have taken the top 50 brands and added them to our GfK Crossmedia Visualizer platform to see how behavior varies among different age groups. When looking at the UK online population during the first half of 2016, reach is the highest among the over 45’s, particularly females. This questions the extent to which larger e-commerce and cross-channel retailers have moved their marketing focus towards the Millennial demographic, querying the untapped purchasing potential of this target group. However, although reach amongst Millennials is lower, when looking at the average duration of time spent on these sites those in the young Millennial age group (16-24) over-index significantly. This reflects that although larger retailers don’t reach as high a proportion of Millennials compared to other age groups, those they do reach are more engaged for a much longer duration. This higher level of engagement is particularly noticeable for retailers in the areas of Fashion, Personal Care/Cosmetics and Animals/Pets. Although young Millennials (16-24) spend more time visiting these sites, they do so less frequently. Younger Millennials therefore may seem difficult to reach, but with engaging content should stay on site for a much greater duration of time.

    So which retail sites have the greatest Millennial reach?

    No demographic group is homogeneous, yet we still find distinct differences for young Millennials compared to other age groups. When looking at the top 20 retail sites that over-index for a Millennial target group compared to the average reach for the total UK online population, sites related to Fashion and Education have much greater reach for young Millennials (16-24). Combined these industries account for 80% of the top 20 sites. In comparison, more mature Millennials (25-34) are attracted to a wider variety of e-commerce sites, visiting more general retailers including department stores and multi-content pure play brands. Mature Millennials also shop more for other people including children, engaged with sites relating to Mother/Baby and Toys. This pattern also follows for Millennial retail sites with the greatest level of engagement. Young Millennials are the only demographic where the top 20 sites in terms of engagement are mutually exclusive to all other age groups. This implies that Millennials are primarily engaged with brands that directly target their age cohort, including Topshop, Forever21 and Student Beans.

    Do Millennials need all or nothing?

    When looking at the top 20 e-commerce retailers with the greatest Millennial reach and engagement we have found that sites are directly targeted at this specific demographic. Therefore if retailers want to target Millennials they will generate significantly greater levels of engagement with relevant, targeted content. However, this is only the case for younger Millennials. We have found key differences in the e-commerce activity of young Millennials (16-24) and more mature Millennials (25-34). Younger Millennials spend a significantly greater amount of time per month visiting the top 50 retailers according to InternetRetailing UK. This is primarily due to Fashion, a key e-commerce industry appealing to young Millennials with brands providing targeted content. This demonstrates an opportunity for e-commerce brands to increase awareness and purchase intent, as the first digitally native demographic reaches its prime. Deep drills into the UK’s top e-commerce and cross-channel retailers is just a starting point when getting familiar with your audience’s cross-media and cross-device usage. The above case study on Millennial e-commerce behavior is fully based on data provided by the GfK Crossmedia Visualizer. This cutting edge tool offers up to date, clear and deep insights into all relevant indicators of online usage across different devices (PC, smartphone and tablet). Moreover the internet usage data from this platform is linked to unique users’ consumer profiles, including all relevant socio-demographic data and further profiling attributes such as media usage, TV consumption and lifestyle data. Amy Warwick is a digital senior research executive at GfK. For more information or to share your thoughts, please email amy.warwick@gfk.com.
Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Consumer Panels

    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Shopper

    Shopper

    Digital 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. 

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

Contact us
General