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  • GfK Demographics Germany 2015
    • 02/23/16
    • Health
    • Retail
    • Automotive
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK Demographics Germany 2015

    The university city of Heidelberg has Germany's highest share of households whose main earners are 30 years old or younger. By contrast, the highest share of senior households can be found in the district of Suhl in Thuringia. These are some of the findings of the study "GfK Demographics 2016", which reveals the regional distribution of family types, age ranges, income levels and accommodation types in Germany.

  • Focusing outside sales efforts on the most promising customers
    • 02/11/16
    • Consumer Goods
    • Geomarketing
    • Geo+TargetGroups
    • Global
    • English

    Focusing outside sales efforts on the most promising customers

    We delivered insights on regional target group distribution to help a client optimize its sales force.

  • Optimizing retail presence
    • 02/11/16
    • Retail
    • Geomarketing
    • Geo+DistributionPartners
    • Global
    • English

    Optimizing retail presence

    Our analysis revealed which of this jeweler’s sales channels were the most profitable.

  • Sustainable location decisions with geomarketing
    • 02/11/16
    • Fashion and Lifestyle
    • Geomarketing
    • Geo+BranchNetworks
    • Global
    • English

    Sustainable location decisions with geomarketing

    We help camel active identify promising cities for expansion by developing a roadmap based on regional brand affinity and favorable retail conditions.

  • Optimizing the structure of sales territories
    • 02/11/16
    • Health
    • Geomarketing
    • Geo+SalesTerritories
    • Global
    • English

    Optimizing the structure of sales territories

    We helped our client to uncover growth potential of 20% by targeting promising regions.

  • Driving better ROI from property investments
    • 02/11/16
    • Financial Services
    • Geomarketing
    • Geo+RealEstate
    • Global
    • English

    Driving better ROI from property investments

    The GfK insights help our clients to increase the investor’s return on investment by around one percentage point.

  • 2016 GfK map editions for Brazil and Mexico
    • 01/21/16
    • Geomarketing
    • Global
    • English

    2016 GfK map editions for Brazil and Mexico

    GfK has released new maps for Brazil and Mexico. The digital maps of administrative and postal regions comprise the foundation for location-based analyses, or geomarketing, for companies across all industries.

  • Map of the month: Industrial density, Germany
    • 01/19/16
    • Automotive
    • Geomarketing
    • RegioGraph
    • Regional Market Data
    • Picture of the month
    • Global
    • English

    Map of the month: Industrial density, Germany

    GfK's Map of the Month for January shows the industrial density at the level of Germany's urban and rural districts (source: GfK Base Data, Germany). The map depicts the number of employees working in industrial companies per 1,000 inhabitants.

    • 12/15/15
    • Retail
    • Consumer Goods
    • Geomarketing
    • Global
    • English

    Purchasing power: All-rounder among market indicators

    There’s no limit these days to the volume and type of data that companies use to improve their competitiveness. Much of this data is unique to the industry in question, but some market indicators such as purchasing power have nearly universal application. A measure of the population’s disposable income, purchasing power data is the primary benchmark for determining consumer potential. So why is this market indicator so valuable and versatile? Simply put, purchasing power shows companies and manufacturers where the population has sufficient disposable income to spend on retail purchases. And even more importantly, good purchasing power data shows how this disposable income varies throughout the entire market and at different regional levels such as municipalities and postcodes.

    Exploiting more potential through regional insights

    Let’s now look at how purchasing power data can help a consumer electronics retailer who sells products via chain stores throughout Europe. Optimally placing and managing these stores requires precise, up-to-date knowledge on how the product potential tracks across regional markets. The retailer happens to know that Europeans have roughly €9 trillion to spend in 2015, but this information alone is useless. This is where our purchasing power data comes into play. Our data offers a highly textured breakdown of the geographic distribution of this wealth. It’s not enough for our retailer to work with composite figures and rough averages, because actual purchasing power amounts fluctuate dramatically from country to country, municipality to municipality, and even postcode to postcode.

     

    So where does the retailer start? A good first step is to assess the relative wealth in the areas around the chain stores. This has a direct effect on how the retailer should optimize the product mix for each location. A quick look at the data reveals that Liechtenstein is a veritable purchasing power dynamo, with 4.5 times the average disposable income. Our retailer has two stores in this area, so a good move would be to offer a larger selection of high-end products at these locations. If the two stores are not fully tapping the available potential, the retailer can consider opening up some additional stores in this country, strategically positioning them in municipalities and postcodes with especially high purchasing power.

    Boosting turnover & market share with geomarketing

    The retailer also has stores in Central European markets, such as Poland, which has shown signs of rapid retail growth. But unfortunately the retailer’s stores in that country have not be able to capitalize on this trend. Another look at the data shows why: All of the retailer’s stores are in districts with below average purchasing power by Poland’s standards. The retailer now has several options. It can open stores in some of the districts with higher purchasing power, such as Sopot, Piaseczynski or Warsaw, the latter of which has almost 83 percent more purchasing power than the rest of the country. Alternatively, the retailer can adjust its product mix at the existing locations to better appeal to the surrounding demographic. Up until now, the retailer has been using the same or similar marketing campaigns for all of its stores. Using the purchasing power data, marketing campaigns and POS promotions can now be tailored on a store-by-store basis to the income level and purchase affinity of the nearby population.

     

    The retailer can also use the purchasing power data to more objectively measure the performance of its stores in each of its active countries and regions. Previously, the retailer had no way of gauging what a good result was for the markets where its stores are located. For example, the retailer knew its best-performing store in France was in Paris and its worst performing in Pas-de-Calais. But this knowledge was meaningless without insight into how these performances relate to the market potential in those areas. Using the purchasing power data, the retailer discovered that Paris has an average per-capita purchasing power of €29,433 (more than twice the European average), while Pas-de-Calais has just €15,688. Thanks to these precise, regionally sensitive numbers, the retailer can more accurately gauge both individual store performance and how those performances compare as a percentage of the total local market.

    About GfK Purchasing Power

    Purchasing power data is the ideal foundational market indicator for users across all industries, from retail and real estate to automotive and tourism. Users can easily supplement purchasing power with additional market indicators, such as retail turnover potential and purchasing power for specific product lines. GfK Purchasing Power Europe is calculated annually for 42 European countries and provides comprehensive coverage down to the level of municipalities and postcodes, as well as data on inhabitants and households. GfK’s Geomarketing solutions also include digital maps and other market data that fit seamlessly with the purchasing power data.

    For more information on GfK’s Geomarketing offering, visit www.gfk.com/solutions/geomarketing.

  • Germans' purchasing power climbs two percent
    • 12/14/15
    • Press
    • Retail
    • Consumer Goods
    • FMCG
    • Geomarketing
    • Global
    • English

    Germans' purchasing power climbs two percent

    Germans are poised to enjoy a nominal purchasing power increase of €430 per person in the coming year. This is one of the findings of GfK's new study, GfK Purchasing Power Germany 2016. The GfK data shows significant differences in how this purchasing power is regionally distributed.

  • Map of the month: Christmas gifts: Purchasing power for socks in Germany
    • 12/07/15
    • Geomarketing
    • RegioGraph
    • Regional Market Data
    • Picture of the month
    • Global
    • English

    Map of the month: Christmas gifts: Purchasing power for socks in Germany

     GfK's Map of the Month for December reveals the purchasing power for the popular holiday gifts of socks, hosiery and knitwear items at the level of Germany's urban and rural districts (study "GfK Purchasing Power for Retail Product Lines Germany 2015").

  • Map of the month: New maps for Poland and all of Europe for GIS use
    • 11/18/15
    • Geomarketing
    • RegioGraph
    • Regional Market Data
    • Picture of the month
    • Global
    • English

    Map of the month: New maps for Poland and all of Europe for GIS use

    In honor of GIS Day, GfK is releasing an extract of its new, ultra-precise digital maps of Poland. GfK offers detailed, up-to-date geodata for all of Europe in its newly released "GfK Europe Edition 2015".

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