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The digital age 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.

GfK’s Shopper research experts analyze and combine multiple data sources to fully understand shopper behavior and how to influence purchasing decisions.

We combine a deep understanding of what influences purchasing decisions at the point of sale with shoppers’ experiences. We provide our clients with the “what” and the “why”, to support marketing decisions.

Our shopper metrics optimize performance in the store, on the shelf and online – improving the purchase journey experience and managing the category – to ultimately increase loyalty and success.

Latest insights

Here you can find the latest insights for Shopper. View all insights

    • 08/30/19
    • Shopper
    • Belgium
    • English

    Plastic waste avoidance - "Who cares? Who does?"

    Find out how buyers are willing to change their buying behavior and what brands should do. Recording and presentation of the webinar is now available!
    • 03/22/18
    • Retail
    • Shopper
    • Belgium
    • English

    Belgian ecommerce hits new milestone of € 10 billion turnover in 2017

    In 2017, 8.4 million Belgian consumers shopped online at least once, representing 87 million purchases and spending € 10.05 billion. 
    • 02/08/18
    • Shopper
    • Belgium
    • English

    Phygital is the way to go for the retailer of the future

    In 2017 e-commerce once again broke a number of online records in Belgium – yet we still see that more than 90% of all purchases of physical products are made offline. Traditional retail stores therefore continue to play an important role for Belgian consumers. However, we have noticed that these traditional retailers are losing touch with the so-called Leading Edge Consumers, for whom the benefits of online shopping are often more important. This group of consumers displays typical shopping behaviour that will be adopted in future by the average consumer. The Belgian retail sector can prepare for that future by focusing on the benefits of offline shopping, on integrating those online benefits into traditional stores, and on effective pricing strategies 
    • 12/14/17
    • Shopper
    • Belgium
    • English

    E-commerce in Belgium – Q3 2017

    Already 7,35 billion euros spent online in 2017
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