Retailers and manufacturers face the continual challenge of positioning their products in the market regions where they are most wanted. Our 2017 data on retail purchasing power illuminates the areas of Germany with the highest spending potential for various product lines. As an example, our map of the month shows the hotspots for home improvement products in Germany, including Hamburg, Frankfurt, and areas in the federal states of Bavaria, Saarland, and Rhineland-Palatinate. Retailers and manufacturers of home improvement products can use these insights to tap more market potential.
Growth in sales area productivity (gross retail turnover per m2) is an important gauge of market health for retailers looking to expand to new regions. In 2016, sales area productivity grew by 0.9% in the EU-27 (this excludes the UK due to the exchange rate disparity). Luxembourg, Switzerland, Norway, and Sweden top the rankings, but retailers can also prosper in countries with lower values, but less market saturation. Various factors influence sales area productivity, including retail format, brand strength, location quality, competitor presence, and the available purchasing power of the population.
Europe's largest and most developed economies offer fruitful conditions for retailers, but they can also be fiercely competitive, and in some cases, are near saturation. Results from GfK's recently released European Retail Study bear this out: As a general rule, the greatest growth in brick-and-mortar retail turnover for 2017 is forecasted for mid-sized European markets, such as the Ukraine (+12.3%), Romania (+9.8%), Norway (+6.2%), Hungary (+5.7%), Estonia (+5.5%), and Poland (+5.3%). By contrast, projected growth for the larger economies such as Germany (+1.0%), Italy (+1.2%), France (+2.0%), and Spain (+2.9%) is much more modest. These insights help retailers pinpoint new opportunities for expanding their market share. GfK's Map of the Month for July illustrates these forecasted 2017 growth rates for retail turnover in Europe.
Digital technologies have changed the way consumers approach driving, from automated parking and steering to monitoring car stats via digital devices. This evolution has affected every aspect of the retail and market scene. Today's techno-savvy consumers use apps and social media to feel a sense of belonging and connectedness. These expectations also apply to the automotive industry.
GfK's Map of the Month for June illustrates the 2016 regional distribution of purchasing power for consumer electronics and related products at the level of France's departments (data source: GfK Purchasing Power for Retail Product Lines, France 2016). Companies that sell these products can use these insights to align their sales and marketing strategies with the regional product potential.
Two new GfK purchasing power studies evaluate purchasing power in Austria and Switzerland in 2017. The studies reveal substantial regional differences both within and between these two countries. GfK's 2017 purchasing power data for Austria and Switzerland is now available.
GfK has released a comprehensive analysis of the retail scene in 32 European countries. The study evaluates purchasing power, the retail share of private consumption, inflation and sales area productivity, and also includes a turnover prognosis for 2017. The study appears in the new edition of ACROSS Magazine and will be presented at the ICSC European Marketing Conference in Vienna.
GfK's Map of the Month for May illustrates the 2017 regional distribution of purchasing power for cosmetics at the level of Germany's urban and rural districts (Datenquelle: GfK Purchasing Power for cosmetics, Germany 2017). The data helps companies that sell cosmetic products and services to more effectively manage operations and pinpoint promising regions for sales and marketing campaigns.
Germans spend almost five percent of their purchasing power on holiday travel. At €1,020 per person, Germans' expenditures on holiday travel exceed even what they spend on automobile purchases. Sea cruises are especially popular in northern Germany, while sport, activity and wellness-related travel is a favorite in southern Germany. These insights are from GfK's first-ever study on regional purchasing power for holiday travel and are being presented at the 2017 ITB tourism trade fair in Berlin.
GfK recently researched planning practices among German companies with outside sales forces. The resulting study demonstrates that the complexity, speed of change and diversity of tasks in sales have further increased in recent years. Heads of sales use professional planning tactics, but usually only when forced to respond to an immediate need. GfK's analysis highlights improvement opportunities, which include viewing sales optimization as a strategic task, using objective and potential-oriented optimization criteria and embracing a professional approach to change management.
In recognition of carnival celebrations on Tuesday, GfK’s Map of the Month for February illustrates the share of single-person households in one of the holiday’s strongholds in Cologne, Germany. The data is displayed at the level of detailed grid cells (data source: GfK Demographics Germany 2016).
The map is a preview of the new grid analysis feature in the geomarketing software RegioGraph 2017, which GfK will release at the end of March.
Poland's 2016 retail purchasing power was approximately €89 bil. Around 43 percent of these funds were spent on food, beverages and tobacco products. Basic supply items – food, clothing, health/hygiene – comprised just under two-thirds of Poland's retail purchasing power. But according to GfK's new study, the amount and distribution of this purchasing power varies substantially from region to region.