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Point of Sales 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
  • Driving media effectiveness through predictive modeling

    Driving media effectiveness through predictive modeling

    24.08.2017

    Our insights help a leading European manufacturer improve return on investment from media and marketing.

    Situation

    Our client needed to build a scalable solution that would provide fact-based decision support for its global marketing teams, and enable them to improve the effectiveness and efficiency of their aboveand below-the-line activities. The company decided to introduce marketing mix modeling to optimize its marketing return on investment (ROI) across key product ranges and geographies.

    Approach

    Our marketing mix modeling solution enables marketers to accurately predict the impact of various marketing tactics on sales. In addition to offering our client industry-specific expertise, our models use our store-level point of sale data to offer more accurate insight into how different media (for example, print, online and television) drive sales. We built around 40 models for key domestic appliance categories across five key markets, combining our point of sale tracking with the company’s promotional, digital and traditional media planning data.

    Outcome

    Our marketing mix models have helped the manufacturer shift towards a more fact-based, metricsdriven approach to making marketing decisions. For example, we showed that the company’s digital media investments drove sales, but that the client still needed a substantial investment in non-digital marketing mechanics. We found that advertising carried sales but there were a lot of room for improvement. We proved that digital media was particularly effective at generating sales in online channels. The impact of digital media on offline sales was significant but much lower. Despite high sales lift, our model also revealed that digital and traditional mechanics alike were showing lower marginal returns as a result of saturation, affecting spending efficiency. Our client could thus simulate the outcome of its future marketing plans, focus better on potential ROI, craft better strategies and tactics, and connect campaign investment to financial performance.

    Click here to download our success story (long version)

  • Boosting hypermarket sales in small domestic appliances

    Boosting hypermarket sales in small domestic appliances

    30.03.2017

    Boosting hypermarket sales in small domestic appliances

    “Optimizing assortment in our sector is a challenge. Thanks to GfK, we were able to re-design the category offer, increasing its performance. We will expand this approach to some other countries.”

    Situation

    Our client’s brand portfolio covers several segments of the small appliances segment. It wanted to optimize product assortment at hypermarkets to drive sales for the sector as a whole. 

    With many retailers rationalizing their shelf space, it also hoped to demonstrate the value of small business appliances to hypermarkets. To do so, the company needed insight into sales, pricing and technical feature trends for all categories in small appliances.

    Approach

    We analyzed how hypermarket sales in the small appliances category compared to sales for other classes of technical consumer goods by matching it with our point of sales data. We then measured how much shelf space hypermarkets should ideally allocate to different types of small appliance – breakfast, cooking, beauty, floorcare and so on. 

    Our model showed how adding one additional item per product category would affect turnover from the small domestic appliance sector. We optimized the model to account for four different sizes of hypermarkets and for two shopping seasons.

    Outcome

    The research gave our client guidance about how retailers could grow sales by optimizing their assortment of products by price band and technical feature. The study also offered persuasive evidence that retailers should not reduce the store space they dedicate to small appliances.

    Click here to download our success story

  • Optimizing retail performance in small appliances

    Optimizing retail performance in small appliances

    30.03.2017

    Optimizing retail performance in small appliances

    Our research helps our client allocate resources to the most effective retail strategies.

    Situation

    Our client operates in a competitive market segment with a heavily contested promotions environment. It needed to understand the sales efficiency of different promotional activities so it could optimize return on investment. In particular, it wanted to run an upcoming campaign with fewer but more effective activations.

    Approach

    We analyzed the sales performance of the brand over 52 weeks. We tracked promotional activity such as printed flyers and other in-store executions across all stores, and matched it with our point of sales data. 

    Our model allowed us to calculate the sales impact of each promotional mechanic, controlling for factors such as store size, competitive activity, trends and seasonality.

    Outcome

    After estimating how much promotional activity contributed to our client’s sales, we could rank its mechanics by sales uplift. We could also show how different activations interacted with each other. For example, flyers were the most effective mechanics to drive sales and were twice as effective when combined with cash-back offers and in-store demonstrations. 

    The study also helped the brand identify the best periods of the year to activate different mechanics for better return on investment.

    Click here to download our success story

  • Enabling a printer manufacturer to optimize pricing

    Enabling a printer manufacturer to optimize pricing

    30.03.2017

    Enabling a printer manufacturer to optimize pricing

    We investigated price elasticity in the European cartridge and toner market.

    Situation

    Printer and copier companies earn a substantial portion of their profits from cartridge and toner sales. However, they face strong competition from third-party manufacturers that sell non-official consumables at a lower cost. Our client asked us to investigate cross-price elasticity in the printer and toner market so it could optimize its pricing.

    Approach

    We analyzed the sales performance of 80% of our client’s brand portfolio over three years across offline and online stores in Germany, France and the UK. Our team listed and ranked the toner stock keeping units (SKUs) the company sold in each country and identified the key competitors for each.

    We looked not only at third-party products, but also how different pack sizes, cartridge capacities and formats (mono-color or multi-color packs) in the client’s own portfolio competed. We built a statistical model that measured price elasticities in a manner that controlled for store size, market trends, seasonality, promotions and competitor activity.

    Outcome

    The research helped the client understand in which territories and across which SKUs it could grow value by decreasing its price. It also provided insight into which items it could sell at higher prices without losing sales to third-party competitors.

    In addition, we identified the key competitive SKUs where the brand needed to urgently address price gaps to protect its share of the market. The study also revealed where there was price competition between different pack sizes for the same products in its portfolio.

    The client used our data in a simulation tool to estimate how different pricing scenarios might affect sales and market share.

    Click here to download our success story

Latest insights

Here you can find the latest insights for Point of Sales Analytics. View all insights

    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • Canada
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.
    • 11/03/16
    • Financial Services
    • Retail
    • Technology
    • Point of Sales Analytics
    • Shopper
    • Canada
    • English

    Canada Ranks High in Use of Mobile Devices During In-Store Shopping, But Still Lags in Mobile Payments

    New global research reveals that Canadian shoppers are among the world’s leaders in using mobile devices during trips to bricks-and-mortar retail outlets. But in-store mobile payments still account for just 2% of all Canadian transactions – a level dramatically lower than China and other mobile-forward regions.
    • 08/22/16
    • Retail
    • Consumer Goods
    • Point of Sales Analytics
    • Shopper
    • Canada
    • English

    44% of Millennial Canadian Parents Plan to Spend More on Back-to-School Shopping This Year

    In a new GfK study, 44% of Canadian parents in the 25-to-34 age group (often referred to as Millennials) said they plan to spend more on back-to-school shopping this year – 10 points higher than the average (34%) for all Canadian parents.
    • 08/24/17
    • Consumer Goods
    • Point of Sales Analytics
    • Global
    • English

    Driving media effectiveness through predictive modeling

    Our insights help a leading European manufacturer improve return on investment from media and marketing.
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