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Online Pricing Intelligence (OPI)

A concorrência de preços está mais intensa do que nunca, já que atualmente existem recursos que permitem aos compradores (e retalhistas), fazerem uso de informações online para conhecer de forma imediata quais preços praticados numa vasta gama de produtos.

A velocidade das mudanças no mercado e o número de concorrentes que comercializam o mesmo produto significa que o sucesso de hoje está assente, mais do que nunca, na capacidade de se manter informado sobre o preço de um determinado produto.

A nossa solução Online Pricing Intelligence (OPI) oferece, tanto para fabricantes, como para retalhistas, uma clara compreensão das dinâmicas diárias de preços que afetam as diferentes marcas nos distintos retalhistas.

Fazemos um acompanhamento diário de preços, ao nível de cada item, para milhões de produtos em diversos países, moedas e idiomas. Mostramos como mudam os preços, quando, em quanto e com que frequência.

Para os retalhistas, os nossos dados permitem avaliar o desempenho dos preços de produto em várias categorias e geografias. A nossa solução OPI pode também estar diretamente ligada aos sistemas de gestão de preços da sua empresa, de forma a permitir que as mudanças de preço automáticas, com base em critérios previamente estabelecidos. Isto significa que a sua estratégia de preços pode adaptar-se rapidamente às mudanças de preços dos concorrentes.

Para os fabricantes, a nossa informação ajuda a melhor compreender e monitorizar a posição dos seus próprios produtos em ambiente competitivo. 

Últimos Insights

Pode encontrar aqui os últimos insights de Online Pricing Intelligence. Ver todos os insights

    • 05/23/16
    • Press
    • Home Appliances
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Home and Living
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Point of Sales Analytics
    • Trends and Forecasting
    • Connected Consumer
    • Portugal
    • Portuguese

    GfK Connected Consumer Index

    GfK divulga ranking dos países mais conectados do mundo e, em 78 países analisados, Portugal ocupa a 21.ª posição.
    • 04/21/16
    • Home Appliances
    • Health Technology
    • Media and Entertainment
    • Technology
    • Automotive
    • Home and Living
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • User Experience (UX)
    • Portugal
    • Portuguese

    Quais as "Tech Trends" que a GfK identificou para 2016?

    "Tech Trends": Compreender as forças motrizes por trás do consumidor conectado
    • 08/09/17
    • Retail
    • Automotive
    • Mystery Shopping
    • Global
    • English

    Crowdsourcing versus Mystery Shopping – sometimes the quick answer suffices

    Whether you’re a retailer trying to push through a new service initiative or a manufacturer launching a new product, all your hard work and investment can quickly unravel if your in-store activation misses the mark. Gleaning fast early-launch feedback of what is happening at the point of sale is critical, so that key elements can be tweaked, re-communicated or corrected to ensure a successful launch. With this ever-present challenge, it’s no surprise that most major brands employ some form of in-store mystery shopping activity, to gain that quantitative and qualitative read of performance. Although mystery shopping may go in and out of fashion, it is still arguably the single best methodology for understanding exactly what is happening on the shop floor and identifying problems. However, there is also increasing demand for fast turnaround data on retail performance – and this has triggered increasing use of ‘crowdsourced audits’ alongside traditional mystery shopping against a smaller number of metrics and across less defined samples.

    When to use crowdsourced audits and when to use mystery shopping

    On-trade product launches are typically prime candidates for the use of quick-fire checks (crowdsourced audits), rather than statistically representative studies (mystery shopping). A product manager who wants to understand how one bar chain is promoting and serving his new product versus another bar chain requires the statistical certainty of a mystery shopping program. But, in early stage launches, sometimes the overriding need can be as simple as quickly assessing whether your product is actually present. In our mystery shopping programs, we regularly uncover distribution issues, or stock still sitting in backrooms and out of date POS/promotions bearing no link whatsoever to a scheduled launch. In this instance, a fast random coverage of the market is what is needed, rather than an all-singing, all-dancing robust sample exercise. This is where crowdsourced audits come into their own as a measurement methodology.  In essence, these are a variant of mystery shopping, based on wide-coverage, untrained panels of everyday consumers who can ‘pick up’ assignments based on their proximity to locations and conduct quick turnaround simple ‘checks’. For example, checking specific promotions and activations, product availability, pricing or a simple recommendation across a non-fixed sample of stores is ideal territory for crowdsourced audits. They are essentially fast turnaround checks without the robustness of a representative sample. The ability to feedback quickly with both objective responses and photos means client teams can get that all-important early read and work out if there are any launch issues to be addressed.

    Conclusion

    The critical factor is that the agency you choose must have the experience to know when the ‘crowdsourced audit’ route is appropriate, and when a more comprehensive mystery shop approach is needed. The tipping point can be quite small, but will have big implications on the resultant data and level of insight. We employ both methodologies and increasingly are providing clients with a blended approach in order to best deliver the whole story in the most cost effective way. Both techniques can be fast turnarounds and both can provide photo capture with GPS stamping but, in its simplest terms, the differentiation revolves around the complexity of the task and the type of sample needing to be covered. As such it’s no great surprise that mystery shopping is the primary solution in sectors such as Banking and Automotive, where we measure high involvement and detailed purchases, but when it comes to high street retail and simple product recommendation checks, the blended solution becomes very relevant. Whether it’s a quick answer or more comprehensive measure, marketers and product managers have a far greater range of solutions to call upon and it’s the job of the agencies to properly assess the need and find the best fit. Oli Bailey is the Development Director of Mystery Shopping at GfK. To share your thoughts, please email oli.bailey@gfk.com or leave a comment below. hbspt.cta.load(2405078, '06b77cbf-e974-4b10-9826-1a53f39dbe39', {});
    • 07/28/17
    • Financial Services
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Consumer Life
    • Global
    • English

    UK Consumer Confidence decreases a further two points in July – back to post Brexit low of July 2016

    Expectations for the UK’s general economy over next 12 months drop five points
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