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  • GfK’s FutureBuy® study records major leaps in US mobile shopping
    • 11/12/18
    • Financial Services
    • Retail
    • Technology
    • Consumer Goods
    • Shopper
    • Future of Retail
    • United States
    • English

    GfK’s FutureBuy® study records major leaps in US mobile shopping

    Just-released 2018 GfK research shows that 45% of all US consumers believe that their smartphones and/or tablets are “quickly becoming [their] most important” shopping tools.

  • MRI, E-Poll identify Victoria’s Secret, AARP, Herr’s as celebrity-brand alignment “winners” in key categories
    • 11/08/18
    • Media and Entertainment
    • Technology
    • Consumer Goods
    • Media Measurement
    • GfK-MRI
    • United States
    • English

    MRI, E-Poll identify Victoria’s Secret, AARP, Herr’s as celebrity-brand alignment “winners” in key categories

    New insights from GfK MRI and E-Poll show which brands have the strongest alignment with fans of celebrity award nominees across TV, movie, and music categories.

  • Search and evaluation in the consumer journey
    • 11/07/18
    • Home Appliances
    • Retail
    • Technology
    • Point of Sales Analytics
    • United Kingdom
    • English

    Search and evaluation in the consumer journey

    To maximize their performance in today’s competitive retail landscape, brands need a single, accurate view of the market with instant insight into consumer purchase behavior. Read the full blog to see the key insights from our expert!

  • Search and evaluation in the consumer journey
    • 11/07/18
    • Home Appliances
    • Retail
    • Technology
    • Point of Sales Analytics
    • Belgium
    • English

    Search and evaluation in the consumer journey

    To maximize their performance in today’s competitive retail landscape, brands need a single, accurate view of the market with instant insight into consumer purchase behavior. Read the full blog to see the key insights from our expert!

  • Consumer confidence – does it impact pricing of products?
    • 11/01/18
    • Home Appliances
    • Retail
    • Technology
    • Online Pricing Intelligence
    • United Kingdom
    • English

    Consumer confidence – does it impact pricing of products?

    With additional external factors like inflation and Brexit, will this impact consumer confidence further and what will retailers need to do to reduce the impact to them?7

  • Consumer confidence – does it impact pricing of products?
    • 11/01/18
    • Home Appliances
    • Retail
    • Technology
    • Online Pricing Intelligence
    • Belgium
    • English

    Consumer confidence – does it impact pricing of products?

    With additional external factors like inflation and Brexit, will this impact consumer confidence further and what will retailers need to do to reduce the impact to them?7

  • Beyond Point of Sale Data:  Which consumer needs trigger the start of the purchase cycle?
    • 10/30/18
    • Retail
    • Technology
    • Consumer Goods
    • Global
    • English

    Beyond Point of Sale Data: Which consumer needs trigger the start of the purchase cycle?

    Key insight: UK consumers replace tech products long before they’re broken or obsolete

    Point of sale (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 by understanding who the purchasers are, how and why they make their buying decisions, and answer questions like:

    • 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?

    This is the level of high-impact insight you can get from the GfK Consumer Journey module of the Consumer Insights Engine – 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.

    Over this series of blog posts, I’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. We’re looking at how customers in the UK start on the road to buy a new television in this first post in the series.

    Let’s start by considering the purchase triggers for television shoppers in the UK.

    Most UK television purchase journeys begin because customers want to upgrade their TV or buy an extra unit for the home, not because they’re replacing a faulty product. By contrast, in Germany, more than half of new TV purchases replace a broken product. What’s more, some 12% of UK TV purchasers are acquiring a new television to replace one that is two years old or newer.

     

    Interestingly, this dynamic is present in other segments of the UK consumer durables and tech market. Some 12% of new dishwasher purchases and 10% of washing machine purchases replace functional products that are not older than two years. Clearly, the typical UK consumer is proactive and ready to seek a newer and better product long before the existing one breaks or becomes obsolete.

    As we can we see from this data, major tech and durable purchases no longer necessarily have a long lifespan in the UK 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:

     

    In the markets we track, UK TV purchasers are among those that are most receptive to inspiration from marketing materials, even when they are not actively seeking to replace a product. This opportunity is nearly as large as the market of consumers who buy a new TV because they are dissatisfied with their current model. Brands should not ignore this.

    The effect is especially strong with people aged 25 to 34; some 34% in this group are spurred to upgrade by stimuli such as advertising. To make this insight actionable, we need to get more specific. For instance, we might want to know which touchpoints are best for reaching 25 to 29-year-old consumers who might be persuaded to upgrade to a 4K 65-inch television.

    Among UK shoppers looking to upgrade TVs rather than replace faulty units, 43% reported that in-store displays are their biggest inspiration. This indicates that even in a digital age, you still need a presence in the high street.

    Using the Consumer Journey solution, we could quickly identify several key insights that any player in this category can act on, including:

    • Around 10% of UK consumers are highly proactive, and ready to actively replace products within two years.

    • Consumers can be inspired to upgrade by strong above-the-line marketing.

    • When purchasing a new TV, brick-and-mortar stores are still a dominant influence in the decision-making process.

    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 touchpoints consumers interact with when they are looking for a new TV and which are most influential.

    In the meantime, try our online Consumer Journey demo to discover how we can help your business to make faster, smarter decisions.

    Note: *In the US, GfK does not have access to Point of Sale 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.

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    Note: *In the US, GfK does not have access to Point of Sale 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.

     

     

  • GfK releases updated maps for all of Europe
    • 10/29/18
    • Fashion and Lifestyle
    • Financial Services
    • Industrial Goods
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Energy
    • Geomarketing
    • Geodata
    • Digital Maps
    • Digital Maps
    • Global
    • English

    GfK releases updated maps for all of Europe

    GfK has released its Europe Map Edition 2018/2019, which includes thousands of changes to Europe's regions.

  • In hackathon competition, students get hands-on experience with data integration, activation
    • 10/15/18
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Shopper
    • Trends and Forecasting
    • United States
    • English

    In hackathon competition, students get hands-on experience with data integration, activation

    GfK has relaunched its NextGen Competition for undergraduates, challenging them to extract insights from a variety of raw data sets during a 10-day hackathon.

  • At TMRE 2018, GfK will focus on brands, advertising impact, and in-market testing
    • 10/11/18
    • Technology
    • Consumer Goods
    • Shopper
    • United States
    • English

    At TMRE 2018, GfK will focus on brands, advertising impact, and in-market testing

    At one of the premier events for thought leaders in consumer insights, GfK experts will play key roles in all three days of the agenda, including co-presentations with Ferrero and Microsoft.

  • Desire for entertainment and connectivity drives the UK smart home market
    • 10/03/18
    • Home Appliances
    • Technology
    • Consumer Goods
    • Smart Home
    • United Kingdom
    • English

    Desire for entertainment and connectivity drives the UK smart home market

    At £900 million, the UK is Europe’s second largest smart home market, and the fastest growing. Consumers now have access to almost 4000 smart products. This excludes smart TVs, which contribute a further £1.3 billion.

  • Leveraging new shopper technologies: GfK’s Bereck, Neri to present at P2P Expo
    • 09/30/18
    • Home Appliances
    • Retail
    • Technology
    • Consumer Goods
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • Connected Consumer
    • Consumer Insights Engine
    • United States
    • English

    Leveraging new shopper technologies: GfK’s Bereck, Neri to present at P2P Expo

    At this week’s Path to Purchase (P2P) Expo, GfK will apply its shopper expertise to help attendees profit from the shifting technology landscape.

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