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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!
    • 10/12/16
    • 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.
    • 09/29/16
    • Retail
    • Technology
    • Connected Consumer
    • Global
    • English

    Delivery 2.0: The new challenges – and opportunities – for retail

    Shoppers have a strong desire to receive goods when and where they want them, quickly and cheaply. Retailers are therefore harnessing the power of increasingly intelligent technology in order to fulfil this need. Most consumers (90%) who took part in our 2016 FutureBuy study have had goods delivered to their home, while almost half (48%) have used click and collect services. And these delivery methods are set to grow, with 76% of shoppers indicating that they will use home delivery more, and 38% saying they will increase their use of click and collect. Additionally, more than a quarter (28%) of shoppers claim they will use parcel lockers with greater frequency in the future. Indeed, being able to buy conveniently and speedily is the number one trend identified by our Retail Trend Monitor. But this is a challenge for retailers. Having the supply chain ready is a complex process. Furthermore, businesses have less control of the final part of the shopping process because deliveries are often outsourced.

    A focus on the “last mile”

    Being able to get a package to someone’s home fast, efficiently and cheaply is a competitive advantage. While retailers call the delivery process the “last mile”, shoppers often see it as the most important part of the process. Waiting for a parcel at home can be frustrating. For this reason, retailers have to develop ever more innovative ways for customers to receive deliveries on their own terms. Click and collect services have been popular in the UK for several years now, and there are several emerging solutions to the delivery challenge. Doddle will open 300 outlets across the UK in the next three years that shoppers can use to collect deliveries from. Located in and around train stations, and open seven days a week, Doddle uses a website as well as text and email alerts to notify shoppers when they have a delivery for collection. £24 million has been invested in the business, which also allows shoppers to return products via its outlets, taking the pain out of returning items. Newcomer Parcelly, which recently partnered with Costcutter Supermarkets Group, lets people pick up deliveries from its 2,500 UK locations, including its KwikSave, Mace and Simply Fresh stores. This is a win-win for the retail chain because shops earn commission on each parcel collected, and attract more customers into their stores. For consumers, it means collecting goods at a time and place that’s convenient for them. Amazon Prime is offering two-hour delivery slots to people in Berlin who subscribe to its annual service, and it is doing the same in some places in and around London. Also in the UK, AmazonFresh’s customers are now benefiting from one-hour delivery slots between 7am and 11pm. Since AmazonFresh launched this service, Tesco and Sainsbury’s have introduced same-day delivery. Tesco also offers a three-hour click and collect service. This type of competition has been called the start of the groceries “time war” by some commentators. Meanwhile, DHL plans to make deliveries to people’s Smart cars in Stuttgart by accessing their vehicles using a single-use code. DHL plans to expand this service to Bonn, Berlin and Cologne.

    The next level of delivery

    Not only are retailers having to offer goods at lower prices than rivals, they are also having to make deliveries (and returns) more efficient and flexible. However, the innovations won’t stop there, with retailers and entrepreneurs pushing the boundaries all the time. Amazon, for example, is experimenting with “anticipatory shipping”. Based on big data, it will predict what shoppers are going to buy before they make a purchase. It will then proactively ship out that product. Amazon is anticipated to have more luck with doing this for some categories than others. For example, it is expected that it will be easier to do this for consumables that follow more predictable purchasing patterns like diapers or baby food. Similarly, crowd-sourced deliveries such as Nimber and MyWays are changing the retail environment as well as the expectations of consumers. Both offer people ways to earn money. Nimber (in beta at the moment) pays people to drop off parcels to someone at an address near where they are travelling to anyway. DHL-owned MyWays is an app that lets people (‘MyWayers’) pick up parcels for others from a DHL service point for a set fee. With this new raft of ways for people to receive deliveries, the onus is on retailers to make sure they keep ahead of the game. That means matching consumers’ expectations, and fast. For more information, please contact Alejandro Mondragon:

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