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Información inteligente: distribución

El ritmo de cambio en el sector distribución está impulsado por los avances digitales: más puntos de contacto, más opiniones y comparaciones sobre los productos -accesibles a los consumidores en cualquier momento y lugar- y  más variedad de opciones para elegir al momento de la compra.

Para ser competitivos y relevantes, la distribución debe comprender la evolución que están experimentando los comportamientos de compra y las demandas de los grupos objetivo. Deben aplicar este conocimiento para generar experiencias diferenciadas tanto en entornos digitales como físicos.

Nuestros expertos en  investigación de mercados para el sector distribución le proporcionan la información necesaria en cada etapa del proceso: desde la medición de las experiencias de compra y los caminos hacia la misma (path to purchase), hasta monitorizar el desempeño y las tendencias de la distribución.

Juan Carlos Montes
Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector distribución. Siga leyendo

    • 04/24/19
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Digital Maps
    • Digital Maps
    • Picture of the month
    • Global
    • English

    Map of the Month: Six-digit postcodes, Colombia 2019

    GfK's Map of the Month for April depicts the six-digit postcode boundaries for a region of Colombia.
    • 04/23/19
    • Retail
    • Technology
    • Global
    • English

    Retail trends and technologies – pt. I

    We have been hearing about digitization and the impact it might have on value chain for quite some time. But now in addition to theoretical analysis, we also see lot of commercial products and solutions surfacing at retail events which are the significant steps to realize this transitionary phase in retail. We have classified the retail trends and technologies in four parts:
    1. Intelligent Retailing
    2. Security in Retail
    3. Connected Experience
    4. Automation
    In this post, we’ll discuss two of the four retail trends and technology which stood out at EUROCIS-2019 (Dusseldorf, Germany) and NRF-2019 (New York, USA).

    Trend #1: Intelligent retailing

    GfK FutureBuy revealed that the agreement for statements like “I am now less loyal to anyone retailer” is growing year after year (4 percentage points in 3 years) especially among Gen Y and Gen Z. With growing paying parity that Gen Y and Gen Z are capable of, this emphasizes the need for the retailer to become smarter and more responsive to the changing customer behavior. What we term as intelligent retailing includes a whole ambit of technologies like Big Data, artificial intelligence, machine learning, new sensor hardware and varied solutions stemming from them.

    Dynamic pricing and inventory optimization

    These retail trends are designed to enable dynamic pricing, markdown optimization and inventory optimization so that retailers can plan quantity and pricing of their products appropriately. Simply put, cost savings for the retailer. The predictive pricing solutions include usage of daily/weekly/monthly data and uses historical trends and current sales metrics to forecast best pricing scenarios to help the retailer in promotion planning and to determine percentage of discount per product per region. Predictive inventory management and cognitive demand forecasting solutions that were demonstrated a way to optimize the stock and re-order at right junctures to reduce holding cost and unnecessary discounting to clear old stock. Using smarter inventory management tools using analytics and dashboards can also help the retailers to identify the hot-selling product categories enabling them to plan their assortment strategy in a more informed manner. Over the last few years, we assume that traditional retailers are feeling the pressure of being left out if they don‘t participate in new promotion formats like Black Friday, 11.11, and other events or fear a possible loss of promotion efficiency and effectiveness. Our GfK FutureBuy study shows us that the key customer motivation for shopping online is cost savings and easier shopping. The above stated reasons emphasize the need for adopting intelligent retailing solutions which might enable the retailers to become more efficient in operations and optimize their pricing when and where needed. Thus it would help retailers create a synergy between the bricks and the clicks. Retail technology: Dynamic pricing for seasonal sales events

    Facial recognition to optimize floor space

    Advanced facial or gesture recognition and optimized sensors are other solutions under this theme which enable quick recognition of products for real-time inventory tracking. Another variant of this technology is what we see at the self-checkout kiosks. Image or gesture recognition coupled with intelligent algorithms can be used for heat mapping within the store as well as outside. This technology can be used to determine “the most attractive zones” within the store and organize product allocation and shelving accordingly. It helps retailers to optimize floor space so as to stock only the key products and generate maximum ROI per square meter. Heat mapping also has applications like determining key selling periods, queue prediction and it can also help employees with in-store route analysis in store thereby reducing the time taken for stocking the shelf.

    Trend #2: Security in retail

    Proactive prevention of product theft/fraud should be a priority for retailers. Security retail trends include a whole new set of hardware + software solutions which include electronic tils, RFID tags, wet tags, sensors, enhanced cameras used in conjunction with real-time algorithms.

    Electronic tags for better tracking

    RFID tags and wet tags are typically costlier than the paper/cloth-based barcode tags but enables reuse and better tracking. These tags were marketed as optimal for scenarios like self-checkout kiosks and unmanned stores. As these tags would be used along with sensors to determine movement of a product from store inventory to a customer’s cart by means of sensors/cameras or the in-store scanner or phone application scanners can be used to add the product to the customer’s shopping cart. Enhanced cameras and sensors can be used for real-time image/gesture recognition to generate alerts and to log anomalies. These would become essential in unmanned stores. Similar security solutions can be used for warehouses. This would gain more importance as well maintained secure warehouse would be essential with the growing lucrativeness of click and mortar model. Retail technology: RFID tags   GfK FutureBuy study shows that the hassle to return products has reduced in traditional retail has reduced from 30% in 2015 to 24% in 2018. In retail stores, many frauds are committed on the occasion of product return. Especially in scenarios when stolen products are returned against the same value receipt, it’s hard to determine if it’s a valid/invalid return. Mapping of product to such RFID/wet tags and using it in conjunction with real-time algorithms running in the background of POS systems would help to detect such false returns and prevent theft enabling smart return management. Such real-time background algorithms can also help to flag anomalous purchases e.g. when a rounded value purchase (like cigarettes and liquor) is made at regular intervals (just before store closing daily/on weekends).

    Augmented reality for retailers

    Another very interesting security retail trend is Augmented Reality. AR is usually associated with high tech experiential purchasing. This can especially beneficial to premium luxury goods stores wherein they can project a jewelry item or watch onto the customer. The customer can verify the look at feel and the retailer can enable good experience without exposing the products to a risk. It is also convenient for the customers as they won’t need to undergo the hassle of trying on multiple things. Online channels are growing over the last few years but GFK FutureBuy points out that consumers (even Gen Y and Gen Z) would shop in-store if it’s an enjoyable experience. Hence, making the traditional purchasing experience easier, secure and offering the right prices at right junctures will be very much essential. We will cover the other two retail trends in the next article where we discuss the connected experience offered by borderless shopping and how automation can be leveraged to making retail shopping more efficient.   Want more? Get answers to key business questions at GfK Insights Summit hbspt.cta.load(2405078, 'ede150a7-95fd-41dd-b411-85906a35ab45', {});
    • 04/17/19
    • Retail
    • Consumer Goods
    • Global
    • English

    What triggers the consumer journey in India?

    What is POS?

    Point of Sales (POS) data tells you what consumers buy as well as when and where they make their purchase. When you calibrate this data with actionable consumer insights, you can maximize its potential in the consumer journey by understanding who the purchasers are, how and why they make their buying decisions.

    What is the Consumer Journey?

    With the GfK Consumer Journey module of the Consumer Insights Engine, you can generate high-impact insights that answer questions which include:
    • What triggers a consumers’ need to purchase?
    • What proportion of consumers are upgrading a working product and what proportion are replacing a faulty product?
    • Which marketing channels are consumers receptive to at this early stage of the purchase journey?
    The Consumer Journey module of the CIE is the only solution that provides a full view of the online and offline consumer purchase journey for the technology and consumer durables industries. Our solution takes you beyond POS* by combining sales data with market research, online consumer behavior data, and advanced analytics in a single interface. Note: *In the US, GfK does not have access to Point of Sales (POS) 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. In this series of blog posts, we’ll look at practical examples of how this new solution brings brands closer to their customers, allowing them to understand the story of a customer’s purchase from the realization of a need up to early usage. In this first post of the series, we’ll dive into how customers in India begin to buy a new television.

    What are the purchase triggers for television shoppers in India?

    Although replacing a faulty product is the key reason for over one in three (33%) consumers in India, a quarter of purchases (25%) are triggered by the desire to buy an extra unit for the home, while one in five (21%) of television purchase journeys in India begin because consumers want to upgrade their TV. The remaining 21% are accounted as first time TV buyers. Similar to a study done in the UK, it’s evident that a certain percentage of Indian consumers are considerably proactive and ready to seek a newer and better product even before the existing one breaks or becomes obsolete (3% bought TV within a year of purchasing a previous one while another 12% had purchased their last TV in the past 1-2 years = so 15% purchased a TV within 2 years of purchasing the previous one). As we can we see from this data, major tech and durable purchases no longer necessarily have a long lifespan in the Indian consumer’s home. To capitalize, brands need to dig deeper to understand which consumers are happy to replace large appliances at regular intervals and the factors that prompt them to make a new purchase:   Half of the TV shoppers replaced an existing non-faulty product due to a change in personal income or circumstances—which is much higher than what we see in many other markets we track. This opportunity is much larger than the market of consumers who buy a new TV because they are dissatisfied with their current model. Brands should not ignore this. However, it is also worth highlighting that 23% of shoppers are brand loyal, while the majority prefers to try new brands. Customers who are 55 years or older are most loyal to the existing brand they use. While making their purchase decision, over half (52%) of all shoppers visited a retail store to physically evaluate their different options of TV sets, even though a higher level of 54% conducted their research online. Clearly, even in today’s digital world, the in-store experience has a significant role to play in decision making. In India, one-third of all offline sales were through four key retailers. Therefore, it is crucial that brands are partnering with the right retailers. Insights from our Consumer Journey module of the Consumer Insights Engine also reveal that while doing online research, chances of TV shoppers buying a particular brand increase substantially if they visit the manufacturer website.

    Key insights

    Using the Consumer Journey solution, we could quickly identify several key insights that any player in this category can act on, including:
    • Around 15% of Indian consumers are highly proactive and ready to actively replace products within two years.
    • When purchasing a new TV, brick-and-mortar stores are still a dominant influence in the decision-making process.
    • The drop from consideration to purchase varies significantly across brands – some brands lose as high as 80% of their potential customers, while some are able to retain 50% of the customers who initially considered their brand.
    These insights can be distributed to the relevant business functions to inform tactical and strategic planning processes where they can make a difference to category performance. My next blog will drill deeper into which specific touch points consumers interact with when they are looking for a new TV and which are most influential. In the meantime, check out our Consumer Journey demo to discover how we can help your business to make faster, smarter decisions. hbspt.cta.load(2405078, 'bdc06d9c-1166-4308-a3b6-f401d1c1314b', {});
    • 03/29/19
    • Financial Services
    • Retail
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: GfK Retail Turnover, Germany 2019

    GfK's Map of the Month for March illustrates the forecasted 2019 regional distribution of brick-and-mortar retail turnover in Germany.
  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

Juan Carlos Montes