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促销与休闲消费

更短的产品生命周期和迅速变化的消费者偏好增加了快速报告的需求,帮助制造企业和零售商判断市场趋势、定价和有效的产品生命周期。

GfK用促销与休闲消费解决方案帮助您评估休闲消费活动的投资回报率 (ROI),无论是监测纸质代金券、网络特价或是店内促销。

我们识别和分析SKU级别的定价、配置和促销,并监测对您零售额的影响。

客户评价

„GfK品类研究帮助我们的营销团队制定了影响商业发展的成功决策,深入到店铺级每一天为我们提供服务。最终,加强了我们的销售团队与供应商的合作关系。 “

德国某大型消费电子零售商
研究洞察

在这里,您可以了解GfK在促销与休闲消费的最新洞察。 查看全部洞察

    • 05/23/17
    • Retail
    • Promotion and Causal Retail
    • Global
    • English

    Track the execution of launch campaigns to ensure they achieve lift off

    As a manufacturer, you’ll know that the launch phase of a new product is absolutely critical. As our recent POS Analytics study in Japan shows, product life cycles can be short. As much as 90% of the overall sales of mobile PCs and smartphones in this market are delivered in less than 10 months of their launch1. You have just a small window of opportunity to make sure your product secures its target share of market and sales against the competition. You will therefore invest heavily in a sophisticated launch campaign with key retail partners to promote your product. But how can you be sure your trade marketing campaigns are being executed as agreed?

    Monitor key retail partners’ performance to get the maximum ROI

    Let’s look at the major smartphone manufacturers. Three have recently launched new generation flagship models. They will want to know how the launch promotions they have designed and agreed with their various retailer partners are being implemented. Is their product achieving maximum visibility across retailers’ channels? Are they using the right video online? How is the product positioned in-store? How is it featured in their seasonal TV advertising? Often trade marketing campaigns focus on promoting a particular technical feature or benefit, like an infinity screen, or a sophisticated camera that can take high-end pictures for posting on social media. If you are running a feature-led campaign, you will want to ensure that retailers are promoting the relevant selling point to consumers across touchpoints.

    Determine how retailers are implementing the campaigns you’ve devised for them

    You should monitor online, in-store and print advertising to determine how retailers are implementing the campaigns you’ve devised for them. You will know if your product features prominently in their advertising and promotional materials at the point of sale, if it is reachable within five clicks on their website and whether it appears in one of the “golden locations” (i.e. the front entrance of end of aisle, etc.) in their stores. Similarly, you can monitor the execution of your competitor’s campaigns. By combining intelligence on the execution of different elements of your trade campaigns by retailers and their sales data, you can determine the success of your campaigns. More importantly, you can align your efforts and investment – in different channels, campaign elements and retail partners – with your results. This level of transparency about your campaigns and retail partners’ performance is invaluable when it comes to agreeing campaigns and your level of investment with retailers. Contact me at Karsten.holdorf@gfk.com to find out how we can help you to optimize your trade promotion management. 1 Our recent GfK POS Analytics studies of durable goods in Asia provide evidence of increasingly short product life cycles. In Japan, for example, 90% of the overall sales of mobile PCs and smartphones are achieved in less than 10 months. However, selling the last 10% of these products takes longer than the entire time needed to sell the first 90%, despite the best price incentives being employed for the final 10%. hbspt.cta.load(2405078, 'c77fd723-a4d7-48d5-bc79-1bb260aeed50', {});
    • 12/02/16
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Promotions are particularly popular with young consumers

    Price comparison sites, product demos, coupons - which promotions appeal most to which age group? See for yourself with our infographic!
    • 11/23/16
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Which promotions have real appeal for male and female shoppers?

    Shoppers love bargains. From coupons to product samples, which promotions work best with women and which with men? Our infographic reveals the answer.
    • 11/09/16
    • Promotion and Causal Retail
    • Connected Consumer
    • Global
    • English

    Optimize your below-the-line marketing spend

    Which of my marketing activities delivers the maximum return on investment? The solution lies in combining your point-of-sales data with competitive intelligence on your activities in-store, online or via print advertising.
GfK研究人员
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