min read

Beyond Point of Sale Data: Actionable Insights Right Across the Consumer Journey

by Ben Walton , 28.11.2018

Understand the four key phases of the journey: purchase trigger, search, moment of purchase and early usage

Across this series of blog posts, I have explored how the new GfK Consumer Journey Module in our Consumer Insights Engine provides powerful insights on customer behavior for brands in the technology and consumer durables sectors.

The Consumer Journey module is the first and only solution for manufacturers and retailers in these industries to combine the most comprehensive collection of point of sales data* with:

  • Mobile-first survey data
  • Online consumer behavior data
  • AI-enabled consumer review data

With our advanced analytics platform, you can increase your return on investment across marketing, sales, product and category management by:

  • Understanding who your customers are.
  • Stimulating demand with your messaging.
  • Optimizing visibility with your marketing channel mix.
  • Becoming the chosen brand in your market.
  • Providing the optimal customer product experience.

We have created this infographic to summarize how the solution enables brands to understand the four key stages of the consumer journey.


Note: *In the US, GfK does not have access to Point of Sale data. US data is calibrated using information gathered from a telephone survey based on probability-based sample representative of both mobile phones and landlines. No retailer data is used in the development of the US offering.

The examples in the infographic focus on the TV segment in the UK, but our solution covers tech and durables categories in 13 major markets – France, Germany, Italy, Netherlands, Spain, UK, US, Brazil, Russia, China, India, Japan, and South Korea. If you would like more insight into each of the four steps in the customer journey, please look at the previous posts in this series:

Which consumer needs trigger the start of the purchase cycle?

Search and evaluation in the consumer journey

Understand the moment of purchase

The importance of understanding early usage in the consumer journey

To see for yourself how our consumer insights can impact your business, why not access our Consumer Insights Engine demo? It will show you, hands-on, how your brand can benefit from insights that go far beyond point of sale data.


Learn more about the consumer journey insights demo