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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.

Para mantenerse competitivos en este entorno de big data multiplataforma, los negocios deben identificar y aprovechar  los datos más relevantes a lo largo de todo el proceso de compra. Gracias a esto, las empresas pueden optimizar cada paso del camino del comprador.

Los expertos en investigación de estrategias sobre el comprador y el punto de venta en GfK analizan y combinan diferentes fuentes de datos para comprender en profundidad el comportamiento de los compradores y cómo se puede influir en las decisiones de compra.

Combinamos un profundo conocimiento de lo que influye en las decisiones de compra en los puntos de ventas con las experiencias de los compradores. Ofrecemos a nuestros clientes el “qué” y el “por qué”, para apoyar las decisiones de marketing.

Nuestras mediciones de compra optimizan el rendimiento en la tienda, en la estantería y de forma online, lo cual mejora la experiencia de la compra y gestiona la categoría para, finalmente, aumentar la lealtad y el éxito.

GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
Últimas noticias

Aquí puede encontrar las últimas tendencias acerca de estrategias sobre el comprador y el punto de venta. Siga leyendo

    • 07/22/19
    • Technology
    • Shopper
    • Global
    • English

    Secret to the consumer purchase journey & how to win in the online jungle

    This blog is part of a webinar on the consumer purchase journey called The secret to winning in the online jungle. How does the consumer purchase journey really begin? There’s no doubt that online is the go-to channel for consumers when they are looking for a technology or durables product. In 2018, over half of consumers in Great Britain, France, Germany, Spain and Italy (EU5) that bought a tech or durables product used online sources to research their purchase.

    Omnichannel is of course very important

    About 4 in 10 of consumers who ultimately purchase in-store used online sources to research their purchase. No brand should underestimate the significant opportunity to influence customers and potential customers in the purchase journey through the informed use of online touchpoints. If you can de-code how today’s savvy shoppers use online tools in their purchase journey, you can ensure your brand is front and center in their decision process. So how can we understand exactly what’s going on behind the keyboard? We combine consumer survey and sales data from the GfK retail panel to cover the online and offline world. By adding measured behavioural and online review data we build a complete picture of the consumer purchase journey. This complete view of the online and offline world is delivered as the GfK Consumer Insights Engine. Latest insights can be accessed anytime in the dashboard that spans the purchase journey from the buying trigger into the research phase, to the point of purchase and through to evaluating early usage of products. The online measured data provides detailed insights into what happens behind the keyboard, and online review data provides early indications of usage attitudes and experiences with your own – and your competitors’ – products.

    De-coding the consumer purchase journey for a TV (example case)

    More than three quarters (77%) of purchasers of a TV spend up to two hours researching their purchase online. This represents a great opportunity for manufacturers and retailers to influence target audiences with the right search engine, web marketing and communications strategies. Let’s look at how that purchase journey unfolds in the following example case for Great Britain and Germany.
    1. Survey data to understand general usage
      Calibrated and representative, survey data can show us which web pages TV buyers visit:
      • Purchasers in the Great Britain visit retailer websites for TV purchase, far more than in Germany (63% in Great Britain compared to 36% in Germany)
      • Price comparison websites are used more in Germany (48% in Germany compared to 25% in Great Britain)
      • We see a similar use of product review websites (both at 40%), and a limited but growing use of social media pages in both Great Britain (8%) and Germany (6%)
       
    2. Search engine analysis to perfect your online targeting
      We all know that search engines are critical to the TV purchase journey, but which search terms are consumers using? Use these insights to optimize and perfect your search keywords and advertising and increase opportunities to intercept consumers during their research journey. Our behavioral data reveals that:
      • In Germany, 38% of online TV purchasers used a search engine for a category-relevant search. In other words, they inserted a TV-relevant term such as “55 inches” or “Samsung TV”. This figure rises to 45% for Great Britain
      • Purchasers are more likely to search for specific features – like ’55 inch’ or ‘4K’ instead of specific brands and retailers.
       
    3. Websites to boost brand consideration
      Next we pinpoint the destination websites where consumers are directed from search engines. These are the websites where you need to be visible to maximize the inward flow of potential buyers. We can analyze the data by different behavior patterns to focus on the sub-groups most relevant to your business. We build a brand consideration set, assess if their search is limited to specific brands, and use lost shopper analysis to identify unmet needs. The below channels are frequently visited by purchases where we have the capability to conduct this analysis.
      • Most often buyers visit the retailer such as Amazon, and country specific retailer sites such as Currys PC World and MediaMarkt
      • Product and price comparison sites, e.g. idealo are popular destinations
      • The websites of premium TV manufacturers, e.g. Samsung, LG are also visited
      • Consumers also seek out review websites, e.g. techradar.com, chip.de
       
    4. Conversion rates to evaluate your performance
      At this stage we analyze how many consumers ultimately went online to purchase the brand they had visited online. For retailers, we identify the conversion for online traffic. Exploring the strengths of the competition is a powerful exercise to evaluate your performance in the market – knowing where others succeed can help you compete more effectively.
      • In our example, the online viewership to purchase conversion ranges from 25% – 46%. For some brands, close to half of the consumers that view products, went on to purchase the brand they viewed.
       
    5. Optimizing brand and marketing messages by analyzing online reviews
      We believe that analyzing product reviews can give brands a competitive edge in the market. We blend online purchaser reviews from retailer websites, human intellect and AI modeling to identify hot topics and pain points so you can manage how your brand is perceived. From this, you can create the best marketing materials using the content that really matters to shoppers.

    How to win in the online jungle

    The Consumer Insights Engine combines online behavioral and review data with sales data to calibrate the survey data and advanced analytics to bring you closer to your online customer. Use it to win in the online jungle by optimizing your search engine strategy, improving your website, refining your retailer and web strategy and perfecting your marketing and communication messaging.

    Discover more about the consumer purchase journey

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    • 08/03/18
    • Point of Sales Tracking
    • Shopper
    • Global
    • English

    Keep shoppers happy by tracking demand

    By tracking demand using real sales data you can keep shoppers happy! Let our demand forecasts guide you.
    • 01/04/18
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • GfK-MRI
    • Global
    • English

    At CES, GfK will help brands target a new generation of "beyond digital" consumers

    At this month’s CES, GfK will draw on exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow's most valuable consumers.
    • 11/30/17
    • Retail
    • Consumer Goods
    • Shopper
    • Global
    • English

    Turning omnishopping to omnibuying – the Amazon way

    Earlier this year, Amazon shook up the retail world with its acquisition of Whole Foods. What could the online giant and the high-end grocer possibly have in common – and how could they help each other? Our survey soon after the announcement showed that many consumers were already shopping from both retailers. Hopes were high for a cross-pollination of services and ideas; consumers’ wish lists included more high-tech devices in store and free grocery shipping for Amazon Prime members. These first-level priorities may take a while to fully develop, and some may never come to pass. So how does the Amazon/Whole Foods match square with the ways people are shopping today? Does the alliance make dollars and cents in the 2018 marketplace – as well as 2025 and beyond? The latest results from our annual FutureBuy® study provide a fresh impression of how people are searching for and buying products of all types; and our data show why Amazon’s big move into grocery may have been more than prescient. Here are four insights from FutureBuy that show how Amazon and Whole Foods can take their synergies to the next level.
    1. Omnichannel shopping rises in FMCG
    Though the US has long trailed other regions in online shopping for everyday household items, American consumers are catching up. Four in 10 (40%) US shoppers said they used both in-store and online resources (“omnishopping”) to hunt for beauty and personal care products – up from 32% last year. We also saw notable omnishopping jumps in
    • Packaged-food and beverages: 23% (up from 14%)
    • OTC healthcare: 27% (up from 21%)
    • Household washing and cleaning products: 25% (up from 15%)
    If shoppers are ready to hunt for their daily home and personal needs online, then the worlds of Amazon and Whole Foods are already merging.
    1. “Webrooming” tops “showrooming”
    According to the new FutureBuy, shoppers are almost twice as likely to search for a product online and then buy in a store (“webrooming”) as to research in-store and then buy online (“showrooming”). This means that being in both worlds – bricks and clicks – gives you a much better chance of capturing a sale, and of building brand recognition and trust throughout the purchase journey.
    1. Click & collect has a bright future
    In the US, 40% of shoppers expect to rely on click and collect services – which allow in-person pickup of online purchases – more in the coming years. One in six (16%) shoppers is already using click and collect regularly, up more than 50% from last year (10%); and Generation Y (ages 27 to 36) is most likely to embrace the service, while Boomers are showing the slowest uptake. For groceries specifically, Gen Y is more likely to regularly use click and collect – and to report a higher anticipated use in the future. All of this evidence suggests that Whole Foods locations will grow in importance as pickup spots for Amazon purchases.
    1. Consumers warming to targeted ads
    Though some remain skittish about data privacy, shoppers increasingly are embracing the perks of online tracking and targeting. More than four in ten (43%) say they like it when a website keeps track of their visits and recommends products – up from 35% last year. And almost one-third (30%) like it when retailers contact them on their smartphones when they are out shopping. With its in-store environment and rich data from online and in-person purchases alike, Amazon/Whole Foods will become the master of targeting across the bricks and clicks world. Of course, some services and ideas will not be truly proven until they are launched; then consumers can vote with their wallets. But from the perspective of today’s shopping mindset, the future belongs to Amazon’s new in-store/online hybrid. Joe Beier is EVP, Shopper & Retail Strategy at GfK. hbspt.cta.load(2405078, '735256a2-b3ed-434f-83e9-f37e512d7924', {});
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GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima 
+51 1 206 2300
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