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  • Map of the Month: Brick-and-mortar retail turnover, Europe 2019
    • 08/15/19
    • Fashion and Lifestyle
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: Brick-and-mortar retail turnover, Europe 2019

    GfK's Map of the Month for August illustrates the forecasted growth rates for brick-and-mortar retail turnover in Europe in 2019.

    • 08/08/19
    • Retail
    • Technology
    • Consumer Panels
    • Global
    • English

    Attribution+ powers customer loyalty program for retailers

    A well-established loyalty program has many advantages, among them is the ability to gather insights on shoppers in order to build meaningful relationships with them. But how much data do we really have?

    When shoppers register to a loyalty program, they might be asked questions about age, household size or maybe even income and monthly grocery spend. Take a closer look at market segments here. But over time, this data might be incomplete, inaccurate, outdated or simply missing. We might also track shoppers purchasing history at our stores. But how much more valuable would it be to also see the missing opportunities in categories and brands that shoppers buy elsewhere?

    To fill these blind spots, GfK and Segment of One (SO1) have developed “Attribution+” — a platform that enables retailers to enrich loyalty program data with information from GfK Consumer Panels and beyond.

    Fill in missing socio-demographics and loyalty in-store

    Imagine you want to run a promotion campaign on a newly introduced premium wine brand targeted at young families earning 50k+ with monthly overall grocery budget of at least 1k. This is the type of data that you hardly ask shoppers directly.

    With Attribution+, you don’t need to ask anything. The tool uses advanced machine learning algorithms to derive attributes automatically by observing their shopping behavior and comparing it with available GfK panel data.

    This way, loyalty program data can be quickly enriched by new attributes such as age, household size, available income and loyalty in store (how much shoppers spend with you vs. elsewhere).

    Discover shopper purchases with your competitors

    Now imagine knowing the amount of money your shoppers spend at their top 3 retailers to buy the rest of their requirements. You could specifically design and target promotions to avoid churn, win shoppers back and win over these competitors.

    Attribution+ will also provide insights on what categories shoppers buy at competitors, so you are able to increase sales in your underrepresented categories via targeted promotions, product placement or CRM communication (i.e. weekly leaflets, app or email). Find out about retail trends & technologies.

    Power your loyalty program with Attribution+

    So how does Attribution+ work? The system relies on 2 fundamental elements:

    GfK Consumer Panel data – consists of robust shopping histories from thousands of households in different countries over several years

    SO1 Engine – a cutting-edge artificial intelligence that is able to learn on basket data and analyze the market at scale.

    The tool is using deep machine learning to process GfK panel data and find behavioral patterns (models) within predefined segments. Each model is an ensemble of 400 decision trees. Once the AI learns these models, it is able to identify new shoppers based just on their behavior (co-occurrence of products in their shopping baskets across time) and assign them missing attributes. With this detailed intelligence on socio-demographics, preferences and buying potential, retailers can run highly targeted promotions to increase basket size, raise sales of under-performing categories, discover new brand opportunities, and beat local competitors.

    First results show that based on just five shopping trips, Attribution+ is able to correctly predict attributes in ~68 % of the cases. In general, the more historical purchasing data per shopper there is, the more accurate the predictions will be.

    GfK Attribution+ Landing Accuracy

     

    Future expansion of Attribution+ will include attributes such as price sensitivity, consumer styles, nutrition habits, and brand type preference.

    How can I get Attribution+?

    Attribution+ is a software delivered via email. To experience the value and convenience of Attribution+for yourself, we are offering a free trial version for 6 months, with full function for 2 core shopper attributes – age and household size. Further attributes of choice can be purchased. Attribution+ runs on premise, meaning no need to provide your data to any third parties. The tool is simple to use, well documented, offers easy integration, and can be used literally out of the box.

    It will first be available in Germany and the Netherlands. In the next few months, we will add all remaining countries that run GfK Consumer Panel such as Austria, Belgium, Czech Republic, Denmark, Hungary, Italy, Poland Romania, and Sweden.

    Want to see Attribution+ in action?

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  • Discovering shoppers’ purchases from competitors with AI-based intelligence
    • 08/08/19
    • Press
    • Global
    • English

    Discovering shoppers’ purchases from competitors with AI-based intelligence

    GfK launches Attribution+, an AI-based solution for grocery and drugstore retailers to gain valuable intelligence on shoppers. 

  • GfK Attribution+
    • 08/08/19
    • Global
    • English

    GfK Attribution+

    Attribution+  is the first AI-based tool to tell who your individual customers are and how they shop - also at your competitors. Watch our video and find out more!

  • How to maximize product revenue
    • 08/08/19
    • Technology
    • Consumer Goods
    • Point of Sales Tracking
    • Global
    • English

    How to maximize product revenue

    Weekly sales data is an essential part of your competitive intelligence. Read our four routes to sales success in our latest white paper. 

    • 08/05/19
    • Retail
    • Technology
    • Global
    • English

    5 mistakes eCommerce sellers make & how to get it right

    Every eCommerce seller knows that when it comes to selling products online, content really is king. When consumers cannot hold a product in their hands, top-quality content can bridge the gap – through rich information, pictures, videos, and more. Optimizing online content serves manufacturers and retailers alike; but often, we still see product listings that leave shoppers under-informed or simply uninspired.

    As someone who has facilitated millions of product listings, I know too well what does and does not speak to consumers. And there are some common characteristics and miscues that tell me immediately when a manufacturer is not leveraging precious content space to maximum advantage. Here are just five clues that you can look for as you shop online – and review your own product listings.

    eCommerce seller mistake #1: Sticking to the basics

    Today, rich content is the name of the eCommerce game. Rich and A+ content (interactive media, sell-sheets, video demos) empowers brands to deliver compelling shopping experiences across digital touch points – while basic, meat-and-potatoes information puts you at an immediate disadvantage.

    eCommerce seller mistake #2: Lack of brand identity

    With so many product listings to choose from, consumers need to understand why your brand is special – and your passion should live on your product pages. Putting your company’s story forward can be a strong differentiator, showing that you have a solid history and a reputation for quality. In eCommerce, linking to your website, social media pages, and other resources can help put buyers at ease, improve SEO, and even close the sale.

    eCommerce seller mistake #3: Getting by with one image

    Life is a 360-degree experience – but some online sellers think their customers should be happy with just one perspective. Check out top sellers on Amazon – you will see that they always provide multiple product images from a variety of angles. Since online shoppers cannot walk around your item in person, multiple images provide the next best thing.

    eCommerce rich content content example: Displaying multiple angles of a product

    eCommerce seller mistake #4: All-caps lettering

    To identify yourself immediately as an eCommerce novice, use all-caps lettering. It is hard on shoppers’ eyes and ultimately becomes illegible in large quantities. Seeing titles, subtitles, or marketing copy set in all caps WILL MAKE THE READER FEEL LIKE YOU ARE YELLING AT THEM. (See?) Make your type natural and varied; using extreme tactics to catch people’s attention will only drive them to another product or site.

    eCommerce seller mistake #5: An unguided experience

    The last time you booked air travel, did you know the flight number you’d be on before you logged in? Probably not. But an interactive selector guided you to the best airline, departure time, and price for your plans. In the same way, a potential buyer may not know what product they need — but they do have details like size, price and tech specs. A product selector on your site can steer them to the perfect item – and keep them within your selection universe. With anything less, you run the risk of losing customers to rival vendors and brands.

    Of course, that is just a “starter” list – the variety of things that one can do right or wrong in online product content is almost endless. Check out “How to win in the online jungle“. The first step is to recognize the value and key role of content, and begin to treat it with the attention and discernment it deserves. Most likely, your eCommerce competitors already are – and falling behind in content is never a good strategy.

     

    For more do’s & don’ts of online product content

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  • German economic confidence continues to fall
    • 07/30/19
    • Press
    • Global
    • English

    German economic confidence continues to fall

    Findings of the GfK German Consumer Climate Study for July 2019.

     

     

  • Regional urban hubs drive retail trade
    • 07/24/19
    • Fashion and Lifestyle
    • Financial Services
    • Retail
    • Technology
    • Geodata
    • Global
    • English

    Regional urban hubs drive retail trade

    Germans have an average of €5,911 per person for retail spending in 2019. But they often do not spend this money in their own towns, which allows locations with attractive retail offerings to draw and profit from this additional purchasing power.

    • 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.

    6.  

    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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    • 07/18/19
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Global
    • English

    What is the future of total media measurement? A global perspective

    As the future of total media measurement is always a hotly debated topic, GfK invited industry experts to a roundtable discussion on how the landscape is changing. Participants included Google, Facebook, CIM (Belgium), UKOM (UK), CIMM (US), MMS (Sweden) and PMA (Netherlands).

    Here’s a taster of the four key themes that emerged.

    Media Measurement today

    When we look at media measurement today and imagine its future, a key question is: Does it make sense to develop increasingly complex and sophisticated methodologies?

    Although modelling media measurement data alongside panels is a fact of life, we found widespread support for the methodological purity of panel measurement – albeit recognizing its limitations. In comparison, the myriad approaches available today causes confusion, and everyone needs to be clear what hybrid, cross platform or total measurement offer. This is particularly essential now as we try to make sense of changing consumer behavior and different means of measuring it.

    “It is the most extensive modelling we have ever done… what we are hoping for is that the aggregate results are right. […] And that’s difficult to sell to TV people, because they’ve lived for decades now with the idea that they already have the best possible audience research”.

     

     

    How will we measure it tomorrow?

    Our second topic relates to tomorrow‘s measurement, addressable TV, programmatic, and the total customer view. While a number of panellists were fairly dismissive of the impact of addressable TV advertising, Google and Facebook saw more significance in these innovations. Now that broadcasters and publishers are generating more data that can be linked back to consumer purchasing, everyone agreed there will be a growing challenge to connect multiple data silos. Some participants felt that research panels can still provide the base-level data to link, organise and make sense of these multiple data sets.

    “It does represent one more step from the traditional TV world towards the world that I represent, and it makes the politics slightly easier. It makes forging alliances, building bridges and so forth easier. We start to talk the same language.”

    —Niels Marslev, Google

    The future of currency and role of JICs

    What constitutes a currency measure for the trading of advertising is critical. What the industry needs from a currency – or equivalent accepted measure – changes as the media ecosystem evolves. Our experts felt that the increased use of proprietary datasets in a fragmented landscape could well increase demand for a neutral third-party to critically evaluate contending methodologies. So in the future a JIC could move from currency provider to trusted auditor.

    “It is really about what the currency should actually be doing and whose needs it is serving.”

    —Nik Shah, Facebook

    Will total media measurement grow budgets?

    Although media budgets in some markets have increased, the general consensus was that unlocking additional spend through expanded media measurement is unlikely. However, new forms of cross-media measurement may result in some form of redistribution of existing revenue streams.

    Advertisers are looking for more efficient ways to spend their budgets and need measurement advances to offer better ROI. Multi-platform measurement could drive down costs and make the process more efficient, with potentially more return.

    “I don’t think there is a massive pot of money sitting out there that isn’t being used, that is waiting for the JICs to get their act together and as soon as it happens will flood into the market”.

    —Ian Dowds, UKOM

     

    Conclusions

    Is the industry moving towards measuring the total consumer rather than total media? Certainly at GfK, we believe that a stronger link between advertising and consumer buying behaviour is needed to create the kind of compelling evidence that will stimulate the appetite for advertisers to increase overall investment in media. Ultimately, advertisers will want high quality, GDPR compliant currencies and metrics they can trust and we continue to work closely with JICs and big data providers as we make further developments in this area.

    Want to know more about this study?

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  • Map of the Month: Retail share of private consumption, Europe 2018
    • 07/10/19
    • Fashion and Lifestyle
    • Financial Services
    • Retail
    • Geomarketing
    • Geodata
    • Global
    • English

    Map of the Month: Retail share of private consumption, Europe 2018

    GfK's Map of the Month for July illustrates the brick-and-mortar retail share of private consumption in Europe in 2018. 

  • Six steps to gain the competitive edge at your key retailer
    • 07/05/19
    • Technology
    • Consumer Goods
    • Point of Sales Tracking
    • Global
    • English

    Six steps to gain the competitive edge at your key retailer

    This white paper contains our insider guide that shows how to maximize sales insights at a retail account level.