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Key Account Data Reporting

Strengthen your retail relationship

Today, consumers are harder to find, to engage with, and to please. In this complex and competitive environment, manufacturers and retailers need to:

  • Find new ways to connect with shoppers
  • Identify new approaches to influence consumers
  • Employ new techniques to improve loyalty

Collaboration is key. To succeed, manufacturers need to optimize sales at key retailers and cooperate closely with them. It is essential that both start from a common data currency for account level and joint category planning. GfK’s Key Account Data Reporting (KADR) facilitates that all-important collaboration.

What we do

Key Account Data Reporting integrates individually named retailer data into POS standard reporting. It covers all brands and models listed by a retailer and includes a panel market benchmark. KADR allows manufacturers to assess shared competitive performance based on the same data as their retail partner, and optimize trade spend with granular point-of-sales data at retail account level. From Key Account Sales Manager to Category Manager and Trade Marketing Manager, KADR helps answer their key business questions, so that they can:

  • Understand the performance of their brand, product or model at account-level versus the competition and total market. 
  • Evaluate their competitors’ performance at the retailer for different price points and product segments
  • Determine which categories, segments and items offer growth opportunities with the retailer. 
  • Collaborate effectively to improve the impact of the account and create a consumer-focused category plan. 
  • Benefit from neutral, reliable data to align fast and jointly improve assortment and promotional activities.

How you benefit

KADR’s common data currency provides unprecedented opportunities for benchmarking, increasing sales, and optimizing trade return on investment. From allocating trade marketing spend, to maximizing pricing strategies, or building a portfolio mix across a retail partner’s network, KADR helps to evaluate your own and competitors’ performance and develop business opportunities by category, segments, brands, and models. KADR provides the intelligence to drive sales on account level and actively participate in category management.

Why choose us?

GfK is the only company able to provide structured, consistent, and complete retailer-level data and actionable insights in the tech and durables space. For the first time, retailers have agreed to share their data with manufacturers who subscribe to KADR, providing brands with sell-out data on not just their own products, but on their competitors’ products too. This clarity and transparency of data is a unique proposition in today’s marketplace.

KADR at-a-glance:

  • Common data currency: Consistent insights by channel, category, segments, brands, price bands and items
  • Fully transparent: Total overview of sales at retailer, including own and competitor sales
  • Easy to understand: Integrated and comparable with regular POS data
  • Constantly expanding market coverage: New retailers added regularly, i.e. most recently, MediaMarkt across 14 European countries

Contact us to find out where and how we can help you with KADR. 

Thomas Oschwald
Contact us
 
Thomas Oschwald
 
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