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POS Tracking

Point of Sales Tracking

Retailers and manufacturers are constantly under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

Success relies on having the most up-to-date retail sales data, combined with an understanding of which products and services are performing well in the market – and which are not. With this knowledge, businesses can set clear strategies for commercial growth and increase return on investment.

Our Point of Sales (POS) tracking experts keep our clients fully up-to-date on what products are selling, where, when and at what price. Using both retailer and reseller data on actual sales, we help track market share and brand performance for our clients and their competition, and analyze global and local market trends.

Our smart insights help clients align product availability with the expected market demand, as well as optimize product assortment, distribution and pricing strategy.

We track and can provide actionable business insights for the following product categories:

Telecom

  • telecom hardware

    • audio conferencing systems
    • corded and cordless phones
    • core wearables
    • fax machines
    • health and fitness tracker
    • mobile broadband cards/sticks/routers
    • mobile enhancements
    • mobile phone headsets
    • PC/office headsets
    • single answering machines
    • smart phones and mobile phones
    • smart watches
    • telephone systems
    • voice radio devices
    • VoIP phones
    • webbooks/tablets
    • wrist sport computer

  • telecom tariffs/contracts: mobile and broadband tariffs
Information technology

  • IT hardware

    • deskbound computers
    • displays
    • e-books
    • electronic assistants
    • image displays
    • media tablets
    • midrange systems
    • notebooks and mobile computers
    • PDA navigation
    • server
    • small organizing solutions
    • translators

  • software

    • business and home productivity
    • networking, communication and organizing solutions
    • utilities

  • IT accessories/components

    • cables
    • communication cards, devices
    • computer housings
    • ergonomic accessories
    • gaming and leisure devices, keyboards
    • graphic cards and boxes
    • graphic tablets
    • HDD-drives (internal and external)
    • keying devices
    • mainboards
    • media devices, gateways, HDD
    • memory modules
    • modems
    • multidisc drives
    • multimedia devices
    • network attached storage (NAS)
    • pointing devices
    • processors
    • racks and housings
    • security devices
    • solid state drives
    • sound cards and boxes
    • storage housings
    • stylus pens
    • tablets keyboards
    • TV tuner, TV- and video cards
    • UPS
    • visual cams

  • storage media

    • blank video tapes
    • CD-R/CD-RW/DVD recordables
    • HD recording media
    • memory cards and USB memories

Office and stationery
  • office hardware
    • 3D printers
    • binding systems
    • business ink
    • data/video projectors
    • desk/pocket calculators
    • document shredders
    • inkjet and laser printers and MFDs
    • lettering machines
    • projection screens
    • document scanners
    • small photo printers
  • office consumables
    • inkjet and laser cartridges
    • paper: coated inkjet, laser, thermal, office
    • printable business cards
    • tapes lettering machines
  • office organization
    • book covers
    • display books
    • dividers
    • exercise book protectors
    • folders
    • letter trays
    • lever arch files
    • multipart folders
    • perforators
    • pockets
    • ring binder
    • staplers
    • suspension filling systems
    • total filling products
  • office supplies
    • adhesive tapes
    • diaries
    • envelopes
    • greeting cards
    • labels
    • manifolds
    • notebooks and pads
    • office adhesives
    • papers
    • pencil cases
    • school backpack
    • school paper
    • self-stick notes
  • writing instruments
    • pens: ball point, coloring felt, fountain, OHP
    • pencils: coloring, graphite, mechanical
    • cartridges for fountain pens
    • compasses
    • correction products
    • crayons
    • drawing accessories
    • highlighters, markers
    • polymer leads/mechanical refills
    • refills for roller balls
    • roller balls
    • scissors
    • whiteboard

     

Consumer electronics and photo
  • TV/video
    • 3D accessories
    • camcorders and action cams
    • CRT-TV
    • digital TV accessories
    • digital TV subscriptions
    • drones
    • portable TV
    • panel TV/flat TV (LCD TV/plasma TV)
    • set top boxes
    • TV mounts
    • video player/recorder total
    • video viewing (DVD and VOD)
    • videogames hardware
  • static audio
    • amplifiers, tuner and receiver
    • audio home systems
    • CD player/recorder total
    • hifi loudspeakers
    • sound bars
    • turntables
  • portable audio
    • CD players
    • dictation machines
    • docking and mini-speakers
    • portable media player
    • table top radio devices
  • audio/video accessories
    • audio accessories
    • cables and connectors
    • energy monitors
    • extended service protection
    • headphones
    • leisure GPS
    • microphones
    • portable media player accessories
    • universal remote controls
    • video power packs
  • in car electronics
    • audio
    • navigation
    • speakers
    • vision
  • batteries
    • battery chargers and power packs
    • batteries: dry, rechargeable, specialist
    • torches
  • photo
    • all imaging accessories
    • binoculars
    • converters
    • digital cameras
    • flashguns
    • image frames
    • imaging device bags
    • interchangeable lenses
    • tripods
    • underwater housings

     

Entertainment
  • books
  • games: PC games software, videogames software
  • music: CD, DVD
  • video: DVDs and Blu-ray, video on demand
Major and small domestic appliances
  • white goods
    • cooking
    • cooling/refrigerators
    • dishwashers
    • drink chillers
    • food waste disposals
    • freezers
    • hobs built-in/built-under, freestanding
    • hoods
    • kimchi refrigerators
    • microwave ovens
    • sinks
    • steam ovens
    • tumble dryers
    • washing machines
    • water dispenser
    • wine cabinetswhite goods
  • air conditioning
  • home comfort
    • air treatment
    • cylinder vacuum cleaners
    • electrical heating
    • fans
    • garment steamer
    • irons
    • sewing machines
    • steam cleaners
    • steam ironing presses
    • vacuum cleaner bags
    • vacuum cleaners
    • window cleaners
  • beverages
    • espresso machines
    • filter coffee makers
    • hot beverage makers
    • kettles
    • milk frothers
    • personal draught systems
    • soda maker
    • spindle makers
    • tea makers
    • thermos pots/jar pots (electrical)
  • cooking
    • bread makers
    • deep fryers
    • electrical cooking pots
    • food steamers
    • fun cooking
    • household articles
    • jar type rice cooker
    • kitchenware
    • mini/maxi ovens
    • multi-cookers
    • sandwich/waffle makers/contact grills
    • toasters
  • kitchen appliances
    • barbecues outdoor/gas grills
    • can openers
    • coffee grinders
    • conventional rice cooker
    • egg cookers
    • electric knives, slicers
    • fast cookers
    • food preparation
    • graters
    • hand blenders and attachments
    • hand mixers
    • ice cream makers
    • juice extractors and citrus presses
    • kitchen machines and food processors
    • kitchen scales
    • knives
    • liquidizers
    • meat mincers
    • raclettes
    • rice cookers
    • sandwich toasters
    • sorbet makers
    • steam cookers
    • yoghurt makers
  • personal care
    • balneo therapy
    • body care
    • dental care
    • electric blankets
    • electric cosmetics
    • electric stimulation
    • facial care
    • facial steamers/saunas
    • female depilation
    • hair care (hair clippers, hairdryers, hair stylers)
    • light therapy
    • massage, massage appliances
    • men's shavers, shaving/trimming/epilation
    • solaria
    • well being
  • personal diagnostics/therapy
    • blood pressure monitors
    • personal scales
    • thermometers
  • baby care
    • bottle warmers and sterilizers
    • bottles and teats
    • breast feeding
    • car seats
    • cookers
    • diapers
    • monitors
    • soothers
    • strollers
    • tableware
    • teethers
    • high chairs
  • consumables
    • coffee caps/pads
    • refills
    • shaver accessories
    • syrups
    • water filters

     

Automotive aftermarket
  • car spare parts
    • car bulbs, filters, lighting, rims
    • car tires
    • exhaust repair
    • motorcycle tires
    • spark plugs/glow plugs
    • starter batteries
    • truck tires
    • wiper blades
  • car accessories
    • drive technology
    • garage door drives
    • gate opener
    • starter battery chargers
  • car chemicals
    • antifreeze
    • car air fresheners
    • car care
    • car fillers and repair
    • contact spray/rust releasers
    • de-icers
    • engine oil and treatments
    • greases
    • motorcycle engine oil
    • paint care products
    • rust treatments
    • screen wash
    • special cleaners
    • technical lubricants

     

Automotive new cars
  • AutoCAT
  • TPM
DIY and home improvement
  • tools/machines
    • cylinder locks
    • digital detectors
    • electric angle grinders
    • electric basic sanders, belt sanders
    • electric benchtop tools and mini tools
    • electric circular saws
    • electric detail sanders
    • electric drills and hammer drills
    • electric handheld power tools
    • electric heat guns
    • electric jig saws
    • electric levelling
    • electric multi cutters
    • electric multifunctional tools
    • electric paint rollers
    • electric planers
    • electric power files
    • electric random orbit sanders
    • electric rotary hammers
    • electric routers (PT)
    • electric scrapers
    • electric screw drivers
    • electric special saws
    • electric spray guns
    • electric tackers
    • electricity generators
    • gas bottles
    • hand tools: hammers, knives and blades, saws, screw drivers, tape measures, pliers and wrenches, spanners, sockets)
    • locks, padlocks and safes
    • measuring tools (digital detectors, electronic measuring, levelling devices)
    • power tool accessories
    • range finders
    • welding systems
    • workbenches
  • decorative/renovation
    • adhesive accessories
    • aerosol paints
    • bases/tinting
    • cement
    • coatings
    • decorative effects, garden preserver, plaster, tools
    • DIY adhesives, adhesive tapes
    • draught excluders
    • emulsions
    • equalizing plaster
    • facade panels
    • fillers
    • humidity absorbers
    • insulation
    • masonry
    • metal paints
    • mortar/cement
    • paint/varnish removers
    • paint brushes
    • painting aids
    • primers/undercoats
    • PU foam
    • renovation cleaners
    • roofing tiles
    • sealants
    • sealers waterproofing
    • specialist paints
    • tile adhesives
    • tile grout
    • tiles
    • trim paints
    • varnish
    • wallcoverings
    • wall decorating fixing
    • wood: dyes, fillers, repair, treatment, care products, oils, paints, stains
    • wooden floor renovation
  • light and building
    • alarms
    • alert detectors
    • circuit breakers
    • lamps: compact fluorescent lamps, discharge, fluorescent, halogen, LED, incandescent
    • distribution board cabinets
    • door-communication
    • field distributors
    • frames for switch programs
    • home inverters, home smoke alarms
    • industrial plugs and sockets
    • intruder security
    • inverter batteries
    • KNX power supplier and area/line coupler
    • light bulbs
    • luminaries
    • main circuit breakers
    • movement detectors
    • portable sockets and plugs
    • residual current devices
    • sockets
    • switch programs
    • table luminaire
    • time switches
    • trunking systems
    • tubular drives
    • waterproof luminaries
  • personal protective equipment
    • professional eye protection
    • professional hearing protection
    • professional helmets
    • professional PPE gloves
    • professional respiratory protection

     

Gardening
  • axes and accessories
  • care products gardening
  • electrical grass shears
  • electrical and petrol grass trimmers
  • electrical string trimmers
  • fertilizers indoor/outdoor
  • garden boots/hooves
  • garden chemicals, fertilizers
  • garden gloves
  • garden hand lawn mowers
  • garden hand tools
  • garden watering
  • growing media
  • hand lawn mowers
  • high pressure cleaners
  • hose end attachments
  • hose reels/trolleys
  • hoses/hose storage
  • houseplants care
  • insecticides
  • lawn seeds
  • outdoor BBQ
  • plant auxiliary products, protection
  • pool care chemicals, cleaners
  • powered blow vacs
  • powered chain saws
  • powered hedge trimmers
  • powered lawn mowers
  • powered pumps
  • powered scarifiers
  • powered shredders
  • powered trimmers/brush cutters
  • softening salt for domestic water
  • soil conditioners
  • sprinklers/sprayers
  • vegetables and flowers seeds
  • water timer
  • wild bird food
  • garden hand shears
  • garden pruning saws
  • garden structures
Furniture, housewares and sanitary equipment
  • furniture
    • bedroom furniture: beds, bedsteads, box-spring/upholstery beds
    • kitchen furniture
    • mattresses, pillows
    • seasonal decoration
  • houseware
    • accessories tableware
    • bakeware
    • breakfast
    • carpets textile stain removers
    • cloth dryers
    • coffee/tableware, dinnerware, drinkware
    • drain cleaner
    • floor cleaning
    • floor cleaning detergents
    • food preservation boxes
    • garbage bags
    • household cleaning products, disinfectant
    • household cloths
    • household hooks
    • insect screens
    • ironing boards
    • ladders
    • ovenware
    • pans, pots
    • pressure cookers
    • scourers
    • textile dyeing detergents
    • thermos spots (non-electrical)
    • toilet cleaning products
    • waste bins
    • working gloves (houseware)
  • sanitary/solar/heating
    • bath tub
    • bathroom accessories
    • electrical water heaters
    • faucets
    • flushing systems
    • gas heater, gas water heaters
    • programmable thermostats
    • sanitary products
    • showers, shower accessories
    • taps

     

Optics
  • optics
    • contact lenses
    • fit audit
    • lens care products
    • spectacle frames, lenses
    • sun glasses
  • hearing devices
Fashion and lifestyle
  • bags and cases
    • bags
    • beauty cases, business cases
    • golf stand/cart bag
    • notebook carriers, notebook cases
    • PMP cases
    • suitcases
    • clothing
    • bed linen, bedding
    • bras
    • golf gloves
    • home textiles
    • jeans
    • legwear
    • lingerie
    • nightwear
    • pants
    • sportswear
    • suits
    • swimwear
    • T-shirts
  • luxury goods
    • body treatment
    • deodorants
    • eye make-up, treatment
    • facial make-up, treatment
    • fashion jewelry
    • fragrances
    • hair dye
    • lip make-up, treatment
    • nail make-up
    • shaving products
    • wrist watches
  • sports
    • back protectors
    • bicycle bags
    • bikes
    • driver (golf club)
    • e-bikes
    • golf: balls, club set, drivers, fairway woods, hybrids, irons, putters, shoes, wear, wedges
    • personal accessories
    • shoes
    • ski, ski boots
    • snowboards, snowboard boots
    • sport helmets winter
    • sport shoes: aerobic/fitness, football/rugby, kids, leisure, multi-sport/cross-training, outdoor, running/walking, utility (golf)

     

Travel and tourism
  • car rental
  • destination
  • flight only
  • gift boxes
  • packaged tours
  • travel insurance
Pet care
  • pet health and daily care
  • pet nutrition/food
Toys and games*
  • action figures
  • arts and crafts
  • building sets
  • child/youth electronics
  • dolls
  • games and puzzles
  • infant/pre-school toys
  • outdoor & sports toys
  • plush toys
  • toys vehicles

* POS information for sports, toys and games in select countries is handled by our partner, The NPD Group

Musical instruments
  • brass wind instruments
  • guitars acoustic, bass, electric
  • keyboards
  • percussion
  • stringed instruments
  • wood wind instruments
Health and medical supplies

  • diagnostic supplies

    • allergy diagnostics
    • medical imaging
    • medical imaging (integrated therapy)
    • biopsy / blood sampling
    • functional diagnostics
    • small diagnostic appliances
    • diagnostic lamps
    • quick tests

  • implants
    • diagnostic implants
    • fixation implants
    • vascular / coronary implants
    • implantable application systems & electrotherapy
    • internal organ implants
    • bone implants
    • shunts
    • sensory organ implants
    • special implants
    • stents / stent supplies
    • soft tissue implants
  • anesthetics / intensive care / emergency
    • anesthetics/ intensive care/ emergency devices, systems and tubes
    • regional anesthesia supplies
    • ventilation accessories and materials
    • emergency medicine
  • operating room supplies
    • surgical small devices
    • operating room equipment
    • materials and systems
  • therapy supplies
    • alternative therapy
    • dialysis
    • drainages / catheters / tubes
    • immobilization / movement support therapy
    • infusion / transfusion therapy
    • injection / puncture supplies
    • clinical nutrition
    • physical therapy / physiotherapy
    • other therapy methods
    • flushing/enema systems
    • thrombosis prophylaxis / vein / lymph therapy
    • wound care
  • instruments
    • surgical instruments
    • diagnostic instruments
    • endoscopic / mic instruments
    • measuring instruments
    • special instruments for implantation/ transplantation
  • nursing supplies
    • incontinence care
    • patient positioning
    • stoma supply
    • urine / feces discharge
  • general hospital supplies
    • bedding / patient table supplies
    • gas supplies
    • auxiliary aids
    • cleaning / disinfection / sterilization
    • protective clothing (single use)
Your GfK contact
Success Stories
  • Supporting a smartphone manufacturer’s new sales channel strategy

    Supporting a smartphone manufacturer’s new sales channel strategy

    23.08.2017

    Our insights helped our client define the right strategic mix of products, pricing and distribution strategy for its launch into a competitive market.

    Situation

    Our client was planning to strengthen its channel strategy by selling directly through retailers, in addition to its existing distribution partnerships with Brazil’s network operators. It needed to define an optimal product, distribution and price mix to ensure that its new approach to the market would be a success.

    Approach

    Drawing on our global technology industry experience, we aided the client in outlining the best combination of channels, products and pricing for its retail launch. The manufacturer could view our point of sales data about the Brazilian smartphone market on a custom dashboard, allowing executives to make informed strategic decisions. We based our analysis not only on historical market information, but also on forecasts of future market growth and trends.

    Outcome

    Our research yielded the following insights:

    • Place:Our client received data about price classes and competitors for each distribution channel, including online and traditional stores. It gained insight into regional differences in market size as well as in product availability, prices and competitors.
    • Prices:The information allowed the company to monitor how price classes evolve after a major shift in the currency exchange rate, as well as to track the top-selling products for each price tier.
    • Products:The smartphone maker obtained accurate data about the average price of a specific combination of product features and how competitors position their product mix across price classes.
    • Promotions:The information enabled the client to evaluate the performance of the most heavily promoted products and how price promotions historically affected competitors’ volumes.

     

    Click here to download our success story (short version)

    Click here to download our success story (long version)

  • Monthly reports help electronics retailer grow market share

    Monthly reports help electronics retailer grow market share

    24.06.2016

    Our point of sales data enables eXtra to align product availability with market demand, as well as optimize its product as sortment, distribution and pricing strategy.

    Situation

    Our point of sales solutions keep retailers and manufacturers around the world up-to-date on which products are selling, where, when and at what price. Because eXtra is the largest supplier of consumer electronics and home appliances in Saudi Arabia, we wanted to establish a mutually beneficial relationship with the company.

    Approach

    Since 2013, eXtra has been sharing its point of sales data with us in exchange for a set of standard and customized monthly GfK retail reports. Where some retailers seek payment for such data, our partner believes that the benefit of our services is valuable compensation.

    Outcome

    eXtra uses our reports to align product availability with the expected market demand, as well as to optimize its product assortment, distribution and pricing strategy. The reports address the needs of a broad range of stakeholders at eXtra, including managers, buyers and the marketing team. It helps them to set clear strategies for commercial growth, negotiate with suppliers and increase return on investment. With accurate and granular retail sales data, our partner has a good understanding of how products and services are performing in the market as well as a clear view of local and global trends.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

Join Us

We collect POS data from retailers, resellers and distributors to adapt to changing market landscapes. And, we are continuously looking for new retail partners.

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Latest insights

Here you can find the latest insights for Point of Sales Tracking. View all insights

    • 09/28/17
    • Financial Services
    • Automotive
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Global
    • English

    What impact is renewal transparency having on the British motor insurance market?

    Premium Drivers

    If you have renewed your motor insurance recently you may have noticed that the price your insurer has asked you to pay has probably increased. A combination of higher Insurance Premium Tax (rates have doubled over the past two years), bigger injury pay-outs and rising vehicle repair costs mean that motor insurance prices are now at an all-time high. Even for those of us savvy enough to shop around and switch provider, prices have also typically risen, despite the fact that the market remains as competitive as ever. However, it still generally pays to switch, as the vast majority of motor insurance providers are still willing to chase new business and therefore many still offer introductory discounts. Given this, it is somewhat concerning that, according to GfK’s Financial Research Survey (FRS), that the number of drivers who do switch has remained basically unchanged compared to four years ago. The number has held steady at around a quarter of drivers. So it would seem that many drivers don’t know, don’t consider, or just can’t be bothered, to change provider, despite the rising prices.

    Motor insurance renewal transparency: early signs of increased shopping around

    But there are tentative signs that this might be changing. Since April 2017, insurance providers have had to disclose prior year premiums on renewal notices. These new rules mandated by the FCA allow customers to compare more easily what they paid last year versus what they may pay this year, if they remain with the same provider. Early signs suggest renewal transparency has helped encourage greater levels of shopping around but this hasn’t so far translated into actual switching. According to the FRS, the proportion of drivers who “actively renew” their motor insurance (renew but take out at least one quote) has grown and now stands at 29%, the highest-ever level. In addition, a high proportion of those who have switched in the last 12 months also state that they are likely to switch again. On the other hand, large numbers are still auto-renewing on their motor insurance, particularly across older age groups where auto renewal rates remain stubbornly high at over 45%. For these customers, renewal transparency rules mean that providers must now also include additional disclosures on renewal notices explicitly encouraging people to shop around. Overall, I think renewal transparency has definitely been a useful step forward in making the motor insurance market more consumer friendly, and it will be interesting to see if it helps encourage greater levels of switching in the months ahead. If you would like more data, please contact me.

    The Financial Research Survey (FRS) is one of the largest and longest running surveys tracking personal financial holdings and behaviours and is considered the industry benchmark within the British financial industry

    • 09/06/17
    • Fashion and Lifestyle
    • Home Appliances
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • Market Opportunities and Innovation
    • Consumer Life
    • Global
    • English

    The mood of the world today – what are people thinking?

    In this free on-demand webinar, our experts dive into current consumer confidence and other key indicators of the consumer mindset and what it means for individual markets and brands.
    • 08/24/17
    • Technology
    • Automotive
    • Global
    • English

    09/11/17
    Virtual reality meets traditional research: GfK @ ESOMAR 2017 congress

    How big a role can VR play for the market research world and what are the potential benefits?
    • 08/09/17
    • Retail
    • Automotive
    • Mystery Shopping
    • Global
    • English

    Crowdsourcing versus Mystery Shopping – sometimes the quick answer suffices

    Whether you’re a retailer trying to push through a new service initiative or a manufacturer launching a new product, all your hard work and investment can quickly unravel if your in-store activation misses the mark. Gleaning fast early-launch feedback of what is happening at the point of sale is critical, so that key elements can be tweaked, re-communicated or corrected to ensure a successful launch. With this ever-present challenge, it’s no surprise that most major brands employ some form of in-store mystery shopping activity, to gain that quantitative and qualitative read of performance. Although mystery shopping may go in and out of fashion, it is still arguably the single best methodology for understanding exactly what is happening on the shop floor and identifying problems. However, there is also increasing demand for fast turnaround data on retail performance – and this has triggered increasing use of ‘crowdsourced audits’ alongside traditional mystery shopping against a smaller number of metrics and across less defined samples.

    When to use crowdsourced audits and when to use mystery shopping

    On-trade product launches are typically prime candidates for the use of quick-fire checks (crowdsourced audits), rather than statistically representative studies (mystery shopping). A product manager who wants to understand how one bar chain is promoting and serving his new product versus another bar chain requires the statistical certainty of a mystery shopping program. But, in early stage launches, sometimes the overriding need can be as simple as quickly assessing whether your product is actually present. In our mystery shopping programs, we regularly uncover distribution issues, or stock still sitting in backrooms and out of date POS/promotions bearing no link whatsoever to a scheduled launch. In this instance, a fast random coverage of the market is what is needed, rather than an all-singing, all-dancing robust sample exercise. This is where crowdsourced audits come into their own as a measurement methodology.  In essence, these are a variant of mystery shopping, based on wide-coverage, untrained panels of everyday consumers who can ‘pick up’ assignments based on their proximity to locations and conduct quick turnaround simple ‘checks’. For example, checking specific promotions and activations, product availability, pricing or a simple recommendation across a non-fixed sample of stores is ideal territory for crowdsourced audits. They are essentially fast turnaround checks without the robustness of a representative sample. The ability to feedback quickly with both objective responses and photos means client teams can get that all-important early read and work out if there are any launch issues to be addressed.

    Conclusion

    The critical factor is that the agency you choose must have the experience to know when the ‘crowdsourced audit’ route is appropriate, and when a more comprehensive mystery shop approach is needed. The tipping point can be quite small, but will have big implications on the resultant data and level of insight. We employ both methodologies and increasingly are providing clients with a blended approach in order to best deliver the whole story in the most cost effective way. Both techniques can be fast turnarounds and both can provide photo capture with GPS stamping but, in its simplest terms, the differentiation revolves around the complexity of the task and the type of sample needing to be covered. As such it’s no great surprise that mystery shopping is the primary solution in sectors such as Banking and Automotive, where we measure high involvement and detailed purchases, but when it comes to high street retail and simple product recommendation checks, the blended solution becomes very relevant. Whether it’s a quick answer or more comprehensive measure, marketers and product managers have a far greater range of solutions to call upon and it’s the job of the agencies to properly assess the need and find the best fit. Oli Bailey is the Development Director of Mystery Shopping at GfK. To share your thoughts, please email oli.bailey@gfk.com or leave a comment below.
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