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Información inteligente: distribución

El ritmo de cambio en el sector distribución está impulsado por los avances digitales: más puntos de contacto, más opiniones y comparaciones sobre los productos -accesibles a los consumidores en cualquier momento y lugar- y  más variedad de opciones para elegir al momento de la compra.

Para ser competitivos y relevantes, la distribución debe comprender la evolución que están experimentando los comportamientos de compra y las demandas de los grupos objetivo. Deben aplicar este conocimiento para generar experiencias diferenciadas tanto en entornos digitales como físicos.

Nuestros expertos en  investigación de mercados para el sector distribución le proporcionan la información necesaria en cada etapa del proceso: desde la medición de las experiencias de compra y los caminos hacia la misma (path to purchase), hasta monitorizar el desempeño y las tendencias de la distribución.

Juan Carlos Montes
Industry newsletter

Newsletter sobre el sector distribución

Descubra la última información del sector distribución, las tendencias y los datos del mercado con nuestra Newsletter Industry.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector distribución. Siga leyendo

    • 10/09/17
    • Retail
    • Consumer Goods
    • Geomarketing
    • RegioGraph
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: Online spending potential for books and stationery, Germany 2017

    Online retail comprises a significant component of retail trade in Germany. For retailers and manufacturers looking to enter new market regions, it's important to evaluate potential for both fixed-location and online retail, as these two indicators often deviate. This month's map illustrates the 2017 online spending potential for books and stationery in Germany. GfK offers retailers detailed data on fixed-location and online spending potential for numerous product lines. These insights make it possible to optimize online and brick-and-mortar sales and marketing based on the regional market potential for these channels.
    • 10/05/17
    • Retail
    • Global
    • English

    Is outsourcing product content key to online holiday success?

    With a busy Holiday season approaching there are high expectations for sales growth. Online sales are projected to reach $114 billion, a 21% growth compared to 2016. There are several steps brands and retailers have already taken to prep for success.  Amazon, UPS and Target have announced their plans on hiring additional seasonal employees, while Walmart plans to extend store hours. During this time of year when orders and customer expectations increase dramatically, outsourcing may be vital to Holiday success. Outsourcing can help reduce costs and allow resources to focus more energy on the most crucial aspects of a business. Here are a few reasons you may want to consider outsourcing your product content, right in time for the Holiday season.

    You lack the budget or resources to manage content in-house

    As brands and retailers prep for holiday promotions, assortment and fulfillment as top priorities, online product content creation and management can often get neglected as managing product content can be an expensive and never ending manual process.  Aggregating, structuring and standardizing product information from various manufacturers and integrating that into your site can be cost and resource prohibitive.  But, by outsourcing content collection and integration, you do not need to hire, train, and manage additional staff.  As a result, you can use your existing resources to focus on things such as merchandising and upselling to increase sales and conversions.

    You need to get to market faster

    As if the Holiday season wasn’t busy enough, brands and retailers have to keep up with consumer demand for newer, better and trendier products on the market. By outsourcing product content, the bulk of what you need for your product assortment options and content integration can be handled quickly, improving your speed to market and allowing you to capture early sales.

    Product content is not your specialty

    Outsourcing product content to the experts ensures content is accurate and optimized for SEO, shopper engagement and on-site search, all of which are key factors in influencing purchase decisions. One survey reported that 98% of shoppers have been dissuaded from completing a purchase because of incorrect content. Outsourcing product content will help reduce the margin for content errors which could lead to returns. A third party expert will undergo quality assurance testing making sure your product content is correct and helping you to avoid becoming part of the potential $66 billion in goods to be returned during the Holidays. See also: 3 easy ways to increase sales through product content

    Conclusion

    If you’re tired of the DIY method to creating, enhancing and managing your product content or you’re seeking to increase your assortment, outsourcing is worth a look as it leads to direct cost savings, speed to market and consumer impact from the professionals. Additionally, by partnering with the experts you’ll have access to the hottest products and industry trends that will even further enhance your product detail pages and give you a competitive edge.  All of this could be critical while trying to keep up with the volume and fast-paced environment of the Holiday season. hbspt.cta.load(2405078, '946ed9dd-8988-49c2-bbf2-982d356b6ce5', {});
    • 10/02/17
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Global
    • English

    How to attract the maximum share of Black Friday shoppers

    With Black Friday less than two months away, practically every retailer out there will be planning campaigns to pull in the maximum share of this bumper period for consumer spending. And indeed, Black Friday is a huge opportunity in the retailer’s calendar. According to our weekly point-of-sales tracking data for technical consumer goods, in some countries, such as the UK, Black Friday week attracts more consumer spend than the week before Christmas1. And in other countries, like Spain, Italy, France and Germany, this is also true for many product groups such as television and mobile computing. The week running up to Black Friday also generates considerably more sales than an average trading week. In Spain, week 47 in 2016 accounted for 5.2% of the overall annual sales – more than twice the average figure of 1.9% (100%/52 weeks, see table below). In terms of bestselling product groups it was the “usual suspects” which commanded the biggest share in terms of sales value in the above mentioned countries  – namely, mobile computers, PTVs, and smart/mobile phones. Sales value share in % of Black Friday week 2016 compared to full year

    Promotions can make or break your Black Friday sales

    On Black Friday, shoppers are eager to spend, but they are also waiting for deals. Promotions are effective sales drivers all year round, but some are more effective than others at influencing shoppers’ decisions. This is illustrated in our FutureBuy 2017 data, where more than half of all shoppers of technical consumer goods (54%) rate price comparison/discount websites as “extremely” or “very” important in their shopping decisions, and just under half (41%) say the same of promotional leaflets. Black Friday is therefore one of the most important promotional weeks of the year. For last year, our Promotion and Causal Retail Tracking shows that across the five countries mentioned above, 2% more promotions were run for smartphones in November than in December. For TVs it was even 9% more. In Germany, for example, the number of advertising flyers promoting TVs was 15% higher in November.

    Defining the right price

    And, of course, Black Friday is “high season” for any competitive pricing activity. Looking across the three biggest European retail markets – Germany, France and UK – our online pricing data shows that twice as many products had price changes on Black Friday 2016 versus the same, regular Friday a month before. Also, the number of products that had multiple price changes increased. However trading behavior across these markets varied: the UK had more of a focus on the Black Friday week with three times the level of pricing activity in that week versus a regular week. In Germany, the number of products that had prices changes wasn’t much different from normal, although there was an increase in the number of price changes on the very day. Black Friday price changing behavior With so much competitive activity going on, retailers and manufacturers need to stand out in an extremely cluttered environment. It is vital to get your promotion activity and pricing perfectly judged, as Black Friday is not the time for experiments. As a retailer you need to identify which retail promotions are most effective with your shoppers. How are your products priced versus your competitors? Are you advertising on the right channel with the right price? And, as a manufacturer, you need to look at: Are you partnering with the right retailers? Are you investing the right amount in trade marketing?

    Make Black Friday a success with store-level data on promotions and pricing

    Black Friday is a vast opportunity – but presented over a very short window, so there is very little time to ‘test and adjust’ during the show. Pulling in your maximum share of the spend over this time depends on having timely data allowing you to make the correct decision and react fast on the most effective activities for your specific product categories. Our dedicated GfK Promotion and Casual Retail team shows retailers what promotions are most effective for your specific shoppers, and how you are currently performing in your promotional share and pricing in relation to your competitors. With this live tracking data, you can instantly see if your market performance is changing, and react immediately to adjust your promotional strategy. And manufacturers can see exactly how retailers are promoting and pricing their products, to evaluate effectiveness and see where and how much to invest in the future.

    Try it out now!

    Make use of our Black Friday promotion and get two weeks of promotion and pricing tracking at a special price. hbspt.cta.load(2405078, '98f80347-7a7b-461c-9970-34c997751297', {}); Sources: GfK Point of Sales Tracking (weekly panels), GfK Promotion and Causal Retail, GfK FutureBuy 2017 (online survey with 38,000 consumers in 35 countries) 1 Data based on full weekly panel per country, Black Friday 2016: week 47 (20 – 26 November), week before Christmas 2016: week 51 (18 – 24 December)
    • 09/28/17
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Consumer Life
    • Global
    • English

    UK Consumer Confidence up one point in September

    Confidence in personal finances declines but consumers are in defiant mood. GfK’s long-running Consumer Confidence Index increased by one point to - 9 in September. 
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

Contáctenos
Juan Carlos Montes
General