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AO is a leading online retailer of household appliances and electrical goods in the UK. AO uses GfK’s Market Intelligence service, delivering their own sales data to the retailer panel in exchange for market‑level information provided as weekly and monthly deliverables
The AO team uses the intelligence daily to analyse market opportunities by category to understand market sizes, which categories are emerging, growing, or declining, how the overall market is performing, as well as to forecast future demand for features, products and categories.
The information feeds into the retailer’s long-term planning and key strategic initiatives, helping to create a roadmap for the Group for the next 5 to 10 years. It enables the strategic planning teams to decide what to focus on and when, as well as to evaluate potential in new categories, sectors and markets
With a relationship lasting seven years, AO and GfK are in touch on an almost daily basis, sharing insight and data on market trends and performance. AO has access to GfK’s market specialists and a responsive account management team. There are regular planning calls as well as customised reports and webinars that cover tactical and strategic insights as well as historical trends and future forecasts. The core data is also used to create market updates for AO Board Meetings and in their Annual Report
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