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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
  • Sharpening a Technology Giant's Edge in Global Ecommerce

    Sharpening a Technology Giant's Edge in Global Ecommerce

    16.08.2016

    We help our client optimize and enhance their product data and get a consistent message out fast to 56 markets in 27 languages.

    Situation

    Our client's global headquarters and local operations were managing a wealth of product data of varying quality and in a range of languages and formats. Because the content came from so many different sources, it was difficult to compile and standardize it for the purpose of sharing it with retailers. This made it difficult for the company to communicate technical information and marketing content to its customers in a consistent manner.

    Approach

    We normalized and standardized our client's global product data and helped it create a consistent, search-optimized data taxonomy it could use across the world. We continue to support the company in translating its product data into local languages and nomenclature for 56 markets and 27 languages. This provides our client with efficiencies in aggregating, managing and formatting product content.

    Outcome

    Our client now has consistent, structured and high-quality content for each market and language that is optimized for search and parametric filtering. This helps ensure the company can quickly get to market with timely content that drives online product engagement and sales.

    Click here to download the success story.

  • Using guest feedback to improve the customer experience

    Using guest feedback to improve the customer experience

    01.12.2015

    GfK works closely with a leading hotel group to measure guest feedback and drive consistently great customer experiences through its properties across the globe.

    This leading hotel group is one of the largest in the world and has received numerous awards for demonstrating innovation and an extraordinary level of service.

    Situation

    This leading hotel group aims to:

    • have high-quality dialogue with its guests
    • bring relevant and current data and analyses to its hotel operators so they can use it to improve the guest experience

    These goals demand that the hotelier extends the gathering of feedback beyond the traditional mechanism of surveys to include social listening intelligence from channels such as web reviews and social media.

    Approach

    We partnered with the hotel group to power its new guest experience program.
    The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.

    Outcome

    The hotel group now has a guest experience tool that gives it:

    • a structured way of capturing feedback from the day guests arrive at a property, in the form and channel in which they prefer to provide it
    • the ability to view feedback from multiple channels on a single dashboard
    • a means to distribute actionable customer experience information to employees and managers at each hotel

    Click here to download the success story.

  • Optimizing outcomes by understanding the path to purchase

    Optimizing outcomes by understanding the path to purchase

    01.12.2015

    We helped a technology company to uncover insights into how customers make purchasing decisions and how these are influenced by different touchpoints.

    Our client is a leading player in the mobile technology market.

    Situation

    Our client wanted to know how consumers interact with its online and offline touchpoints.
    It was particularly interested in the “research online, purchase offline” (ROPO) effect.
    These insights would help optimize customer acquisition and retention.

    Approach

    We monitored the purchasing intentions, actual purchases and research activities of potential buyers in the mobile market over the course of four weeks.
    Our approach blended online tracking of consumers’ web surfing behavior with quantitative online surveys.

    Outcome

    • Our findings highlighted to the client the important role that multichannel marketing plays in boosting performance across its key performance indicators namely customer acquisition and customer loyalty
    • They also revealed that social media plays an important role in the decision-making process, yet is overrated in terms of its actual sales effectiveness
    • Our client is using these insights to customize its media strategy across different channels and touchpoints, as well as to improve the user experience across its websites
    • This information has also helped to shape a strategy for harnessing the influence of social media in the shopping process.

    Click here to download the success story.

  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market

    12.11.2015

    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.

    A large European auto manufacturer that focuses on the luxury segment.

    Situation

    This company has improved the perception of its product and brand in the US market over the past few years and is establishing itself as a serious alternative for premium car buyers. Though our client’s brand equity and sales are steadily growing in the US, we conducted research around ways our client could further strengthen its performance.

    Approach

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.

    Outcome

    The research showed the client is lagging the market leaders in consideration, familiarity and buying intention. We found that the automaker’s relationships with a high share of consumers in its target market were weak. Thus, to increase long-term brand success in the US, we recommended that the client:

    • evaluate current communications to ensure it had strong “personal fit” and “fun to drive”
      messaging
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

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