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Impact de la pression promotionnelle

GfK enrichit votre compréhension de la dynamique des marchés au travers de la variable promotionnelle.

S’appuyant sur un relevé en temps réel de l’ensemble produits mis en avant d’une part dans les catalogues des enseignes alimentaires et grandes surfaces spécialisées ainsi que les newsletters des sites de e-commerce, et d’autres part les offres de remboursement fabricants ou distributeurs, GfK isole et analyse les ventes pour chacune des enseignes, magasins, et semaines correspondantes.

A destination à la fois des distributeurs et fabricants, nos rapports de synthèse et base de données / requêteur vous apporteront une lecture directe, rapide et ergonomique aux résultats en répondant aux questions essentielles

Dernier Insights

Consultez dès à présent nos derniers Insights sur l'impact de la pression promotionnelle. Voir tous les Insights

    • 06/11/14
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Trends and Forecasting
    • France
    • French

    Coupe du monde de Football 2014 : quel impact réel pour le marché des téléviseurs en France ?

    La Coupe du monde de Football est sans aucun doute le seul évènement sportif à avoir un impact sur le marché des biens techniques, et principalement sur celui des téléviseurs
    • 06/13/17
    • Retail
    • Online Pricing Intelligence
    • Promotion and Causal Retail
    • Global
    • English

    Managing price erosion in the omnichannel shopping environment

    While eroding prices of technical consumer goods may excite the increasingly savvy and deal seeking Connected Consumer, they can be a big problem for product manufacturers and their retailers. Lower prices mean lower margins, and in today’s evolving omnichannel environment, it’s important to understand which promotions with which retailers bring back the highest ROI, as well as the impact retail promotions have on sales and margin. For example, in the durable goods market, a 10% cut in price could mean a 25 – 30% loss in margin for the retailer.  This is a big challenge if manufacturers have hundreds or even thousands of units in stores and distribution centers. Often a price drop starts with a single retailer, which can be due to a consumer price promise, pricing policies, or pressure from their competitors.  It’s important for the manufacturer to be able to spot price erosion early and act quickly before the price becomes set at that level.

    Does offline pricing on promotions drive down online pricing?

    It is easy to assume that online retail activity is responsible for driving pricing down since online sales continue to draw consumers away from traditional brick and mortar stores, and there are countless examples everyday of where this is happening, but is this the full story? In the below example which shows price erosion after the launch of a new TV set, we see that indeed an online retailer initiates the first drop (green circle), however, this is not the complete picture. Looking at the development of online and offline retailers, a far bigger impact on price was a promotion flyer published by an offline retailer. To get a complete picture of the market and how to react, brands and retailers benefit from being able to see both offline and online pricing so that they react to the correct market activity. In many markets, particularly larger geographical territories, the influence of offline marketing and in-store pricing is significant.  In these markets, there are regionally focused retailers and managers within larger retailer groups that have more pricing autonomy.  This leads to local pricing decisions that can drive the price below the online retailers serving the whole market with one single price position. Identifying this typically short-term behavior can reduce price-following activity which increases margins for retailers and better supports the manufacturers’ price position.

    Slowing down price erosion

    Combining daily online and offline promotional pricing can provide insight into the impact of offline activity and online pricing.  By aligning these two data sets with market data you can get unique insight to support better price and promotion decisions. While the objectives of at-launch and in-market pricing can vary (to maximize profit, gain market share or maximize penetration, minimize cannibalization within the portfolio, etc.), retailers and/or manufacturers can manage price erosion even more confidently if, additionally to knowing which price the product was offered at, they also know what consumers are willing to pay for this product, and where the optimal price point is for it to meet its objective. Insights on consumers’ budget restrictions and price perceptions are crucial to securely determine and steer pricing along the product life cycle.  Virtual store experiments with consumers are an effective way to quickly and confidently determine the price-revenue-profit triangle at different price points within the competitive set, and give manufacturers more confidence in their price decisions, and ultimately optimize the ROI of each SKU. Ultimately, price erosion is part of the product lifecycle, but slowing down unwanted and unexpected price drops can have a big, positive impact on margins for both manufacturers and retailers. To find out more on how combined online and offline price and promotion can help your sales please contact Adrian.Hobbs@gfk.com. hbspt.cta.load(2405078, '41d80187-1c29-4b49-baa1-01e8c72b727d', {});
    • 06/02/17
    • Technology
    • Promotion and Causal Retail
    • Global
    • English

    Bringing transparency to telecom tariffs

    We provide a market leader in the German telecom market with real-time insight into competitors’ pricing strategies.
    • 05/30/17
    • Retail
    • Promotion and Causal Retail
    • Global
    • English

    Step this way to find out if you’re getting your fair share of manufacturer investment

    As a retailer, you are to manufacturers what Ginger Rogers was to Fred Astaire: a principal partner. That’s why they invest with you to help promote their products across your channels – online, in-store and in print. But how can you be sure that you are perfectly in step with each other, and you’re receiving a fair share of their trade marketing budget for the activities you execute for them?

    Intelligence you can leverage in conversations with manufacturers

    Let’s assume, for example, that you sell 20% of all smart TVs in a market. So, in theory, you should be able to command a proportion of the biggest TV manufacturer’s trade marketing budget for its new model that’s relative to your share of the market. From a manufacturer’s point of view, however, they will be looking not only at the retailer with the greatest share of sales now, but also the one with the most potential to gain market share in the future. If they can see that a particular retailer has made gains and the indications are that they will continue to do so, they could move the lion’s share of their trade marketing budget to this contender. But this is only part of a manufacturer’s consideration set. They also want to know that their campaigns are being executed as agreed with their retail partners. So, if you know how you are performing when it comes to delivering different campaign elements across channels, and how this compares to your key competitors’ performance, you will be in a stronger position at the negotiating table with manufacturers. This information combined with your sales data provides you with intelligence that you can leverage in conversations with manufacturers about their level of investment with you.

    Determining the level of investment you should be able to command from manufacturers

    We can help you track how retailers are promoting products and their selling points on their websites, in-store, at the point of sale and in their advertising. Based on this information and your sales figures, we can conduct a fair share analysis to determine what level of investment you should be able to command from manufacturers. If you are delivering the agreed trade marketing campaign, our data will show this. It will also provide evidence of which elements of the campaign work and which don’t, as well as what promotions your competitors are running. This level of transparency relieves tensions on both sides, and ensures that you and your manufacturer partners are in perfect harmony when making your agreements. Contact me at Karsten.holdorf@gfk.com to find out how we can help you to get your fair share of your partners’ promotional investments. hbspt.cta.load(2405078, 'c77fd723-a4d7-48d5-bc79-1bb260aeed50', {});
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