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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.

Laura Skolarikou
Greece
+30 210 7572661
Makis Theodorou
Greece
+302107572607
Success Stories
  • 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

  • Understanding retailer performance in consumer technology

    Understanding retailer performance in consumer technology

    30.03.2017

    Understanding retailer performance in consumer technology

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

    Situation

    A large manufacturer needed to better understand which retail executions (in-store marketing, such as point of sales branding, demos from sales representatives etc.) were the most effective in selling its electronic devices worldwide. It wanted to be able to hold its retail partners accountable as well as provide them with appropriate training that would help them sell more effectively. The company also wished to explore shopper and retailer representative behavior as well as factors motivating retail partners to advocate for one brand over another.

    Approach

    We used mystery shopping, shopper intercepts, consumer interviews and point of sales (POS) data to collect information across 44 countries and 122 retailers for the manufacturer’s many products. We later conducted the same mystery shopping study in two countries, with 200 visits in each country at a representative sample of retailers.

    We matched the research data with our POS data at store level. For the shopper study questionnaire, we focused on a set of metrics important to the client. We estimated the sales impact of each of those metrics, controlling for the store environment.

    Outcome

    The research enabled the company to monitor retailer performance and optimize its key messages. Our findings helped the client improve retailer sales representatives’ training by focusing on the messages for each product that would improve the customer experience and facilitate closing of sales. Informed by a new understanding of the retail environment, the client also revamped its in- store marketing strategy. It used the evidence from the research to support the changes. By allocating marketing resources selectively to the most profitable retail activities, it achieved its goal of increasing return on investment.

    Click here to download our success story

Latest insights

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

Your GfK Contact
Laura Skolarikou
Greece
+30 210 7572661
Makis Theodorou
Greece
+302107572607
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