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Smart insights: Retail

The pace of change in the retail industry is driven by digital advancements: more touchpoints, more product reviews and comparisons for consumers to access anytime, anywhere. And more variety in the path to purchase of shoppers.

To stay competitive and relevant, retail businesses need to understand evolving shopping behaviors and target group demands. They need to apply this knowledge to create differentiated experiences across both digital and physical environments.

Our retail industry research experts provide the insights to support you at every stage: from measuring your shoppers’ experiences and paths to purchase, to monitoring retail performance and trends.

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  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Consumer Panels

    Consumer Panels

    Your business is all about your consumers. So understanding them is essential in ensuring your products and services meet their needs, and in identifying opportunities for growth.

    Our international consumer panel data and research expertise provide you with smart customer insights into who your consumers are, their attitudes and behaviors, across channels.

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Shopper


    Digital continues to open up new paths to purchase, changing how and where people shop. More and more data becomes available every day, as shoppers embrace multi-channel brand experiences.

    To stay competitive in this big data, multi-channel environment, businesses need to identify and leverage the most relevant data along the entire path to purchase. With this, companies can optimize each step of the shopper journey. 

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Geomarketing


    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

Latest insights

Here you can find the latest insights for retail industry. View all insights

    • 10/19/16
    • Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Shoppers love bargains - but which promotions work best?

    Retail marketing activities have a huge influence on shopping decisions. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor. Have a look at our new infographic for more!
    • 10/17/16
    • Retail
    • Technology
    • Global
    • English

    How retailers can build brand loyalty through mobile apps

    As mobile technology has increasingly become an everyday part of Connected Consumers’ lives, mobile apps present a unique opportunity for retailers, offering a direct line to consumers on the devices they carry with them everywhere. While branded apps have the potential to enhance the shopping experience, increase conversion and promote loyalty, they are constantly competing for the space on your mobile device with other apps, often being deleted or ignored after a single use. So, how can retailers design apps that transcend “one-off” usage and win real loyalty? Here are a few proven winning ways:
    • Inspire FoMO (fear of missing out) – Offering pop-up sales, information and other things on a time-sensitive basis throughout the year can attract shoppers and keep them coming back. Amazon’s Prime Day, for example, leveraged the feeling of FoMO by showing a timer on sale items with a status bar letting users know how many of them were still in stock. Amazon’s app also provided a watch-list of products that alerted users when a deal on items they were interested in went live. However, frequency is key, and they have continued to leverage FoMO post-Prime Day with Lightening Sales that are personalized based on items consumers have searched for in the past.
    • Encourage exploration – Browsing the web is the new daydreaming, a new way of killing time for today’s Connected Consumers. But apps used for e-commerce aren’t typically designed for unfocused browsing. They are primarily used by consumers who are serious and ready to buy, designed more around the transactional experience. If app designs were more attentive to encouraging exploration, comparison shopping and wish fulfillment, they would be more convenient for browsing, which could translate to more usage.
    • Provide more value – Shoppers will return to an app if it offers time and money saving benefits that they can’t get anywhere else. The Starbucks app, for example, allows users to store loyalty benefits such as coupons, deals, and points as well as offering a convenient mobile payment option. Apps that work in conjunction with a brick & mortar location to provide omnichannel perks can produce valuable benefits as well. The Kohl’s app provides free shipping if it is used to order an out-of-stock item while at the store, for example.
    • Make it easy to use – An effective app should be simple and easy to use. If accomplishing something on a website, the phone, or in-person is easier than using a mobile app, then the app is not serving its purpose. Tasks like making hotel reservations, finding restaurants, or checking the weather can all be done in no more than a few clicks on an app, whereas performing the same task on an actual website takes longer. Apps are meant to be used on the go, therefore the time it takes to use them can make or break the experience.
    • Bring consumers back to the app – Email messages from retailers typically drive readers to their website. By changing the direction of the funnel, retailers can encourage app use by creating a communication flow that pushes consumers to their app.
    Mimicking your marketing on other platforms is simply not enough. Giving consumers a reason to download and return to your app can provide a number of benefits, including brand loyalty. The more frequently apps are used, the more they become ingrained in their users’ habits. Making them easy and effective to use while providing value that shoppers can’t get elsewhere are keys to success in the future of retail. *’Taking the App Challenge: How Retailers Can Raise Their “Stickiness” to New Heights’ originally appeared in Internet Retailer. Please email to share your thoughts.

    Discover how to win the battle for the connected shopper of the future

    Learn more about the Future of Retail
    • 10/12/16
    • Retail
    • Connected Consumer
    • Global
    • English

    Trade marketing: Getting to grips with the bottom line

    As a manufacturer or retailer, you will invest heavily in marketing activities at the point of sale (POS). But do you, like so many in your sector, lack confidence in your investment decisions? Do you struggle to know to what extent you are achieving a healthy return on your spend? Well, let’s get to grips with what’s actually driving the bottom line.

    The impact of promotions

    From our research with brands across the world and multiple sectors, we know that retail promotions are having an impact on consumers. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor. 44% of shoppers cited information at the shelf as influencing their shopping decisions, slightly ahead of in-store displays and product samples and demonstrations, both at 41%.

    Consumers are increasingly price sensitive

    We also know that today’s Connected Consumers are increasingly price sensitive. As a result, promotional activity is intensifying in a bid to woo bargain hunters with ever better deals. More than half of all shoppers (58%) compare prices between stores, an unmistakable sign that price is a key influencer of purchase. The message is clear: consumers pay attention to promotions and so you need to as well.

    Making the right investments

    You know that well-timed and executed marketing activities can close sales. But with so many possible activities to choose from, the difficultly lies in understanding which investments will deliver the greatest return on investment (ROI). If your life wasn’t complicated enough, the challenges you face around price, promotion and distribution are further exacerbated by the fast-paced omnichannel environment. In order to succeed in these highly competitive conditions you need to have a sophisticated understanding of which activities are actually driving your bottom line. You need insight into all elements of your and your competitors’ pricing, discounting, assortment and promotional activities both online and offline. And you need to understand how shoppers experience your product in context. Armed with such intelligence, you will be empowered to prioritize your budgets and select those retail executions that will drive sales and achieve real ROI. Furthermore, by integrating this information with real sales data, you can close the feedback loop and create winning strategies that will benefit you and your customers. Share your thoughts by emailing
    • 10/05/16
    • Fashion and Lifestyle
    • Retail
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    eCommerce in Germany: Highly varying regional potential for product lines

    The distribution of online potential for product groups such as food, clothing, consumer electronics and DIY items differs substantially from region to region. Today GfK published its findings in the first-ever study on regional online potential for 17 product groups in Germany.
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