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.