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

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
  • Shaping consumer segmentation for the digital age

    Shaping consumer segmentation for the digital age

    20.04.2016

    We partnered with Orange to help drive its strong customer experience strategy by enhancing its consumer segmentation model for the digital age.

    The client

    Orange is one of the largest operators of mobile and internet services in Europe and Africa and a global leader in corporate telecommunication services.

    Situation

    Richard Clarkson, Head of Segmentation Research, Orange: “Our vision of Orange is to provide the best customer experience and connecting customers to what's essential in their lives. Our customer segmentation was simply too old; it was five years old. It needed a change. It needed to be updated, particularly in the light of what's happened over the last five years with smartphones and the changing competitive environment with over-the-top providers and also online low-cost providers. We asked GfK to help because of their industry understanding of technology, but also their expertise in segmentation and their understanding of advanced analytics and modelling.”

    Approach

    Richard Clarkson: “Our segmentation brief to GfK had some challenging parameters. Firstly, we needed a model that would work across our marketing activities and loyalty activities with customers, but at the same time helping inform our innovation department, our technocenter, on what customers might need in the next two to three years’ time. Another key parameter was that we needed a model that would work on a country level in places like Romania and Poland, which are very different to Spain and France. We wanted to try to keep consistent with one model so we had one voice and one segmentation that everyone within the group could be talking about.”

    Outcome

    Raniv Dale, Head of UK Technology, GfK: “One of the really delightful aspects of the segmentation was how successfully it was embraced by the local markets. A key part of that was having our GfK expertise on the ground to support the delivery and make sure it was meaningful for the local businesses.” Richard Clarkson: “Working with GfK has helped us embed the segmentation within the business, both at the group level, but also at a country level. And now we're working with GfK to develop another segmentation for our EMEA region.”

    Click here to download the success story

  • Connecting the dots between digital and traditional media

    Connecting the dots between digital and traditional media

    15.03.2016

    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.

    Situation

    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.

    Approach

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

    Outcome

    • 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

    07.12.2015

    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.

    Situation

    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.

    Approach

    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.

    Outcome

    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.

  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip

    01.12.2015

    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.

    Situation

    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.

    Approach

    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.

    Outcome

    • 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.

General