GfK Consumer Insights Engine

GfK Consumer Insights Engine is the solution for producers and retailers in the field of technologies and durable goods which combines data on sales of goods (point of sales data) with data of researches of consumer behavior, data behavior online, data of the responses and recommendations analyzed using artificial intelligence technologies.

2018: Announcement of the module Consumer Journey. Start in 11 countries of the world

On September 27, 2018 the GfK company provided Consumer Journey (A way to purchase) there is the first module of the analytical solution GfK Consumer Insights Engine which gives direct access to analytics how online and offline the behavior of buyers and their way to purchase influence sales of brands in the market of home appliances and electronics. Except Russia, GfK Consumer Insights Engine earned in 10 countries of the world.

"Earlier GfK was known to players of the market of home appliances and electronics as the supplier of these retail sales. Our monthly and weekly reports which retailers and producers received on a subscription in the on-demand mode were used by them to find answers to questions that is on sale, at what price and where. With an exit in Russia GfK Consumer Insights Engine on a subscription became available also data of consumer and consumer behavior – which give the answer to questions of the one who buys as well as why". Elena Morkovina, head of the Consumer Insights direction

Thanks to the user interface, GfK Consumer Insights Engine gives direct access in the on-demand mode not just to separate data, and to ready insights about consumers that helps to make quicker the justified business solutions, noted in GfK.

According to the statement of the developer, advantages of the solution is the transparency of a way of consumers to purchase in the conditions of multi-channel behavior – search of the most significant contact points with the consumer becomes simpler, also, as well as the choice of the most effective methods and channels of promotion. And the analysis of the missed buyers helps to receive timely answers to questions where problem zones as to adjust them and to find new points of growth.

The analytical GfK system provides decision support in such divisions as product development, category management, marketing, sales. These business divisions of the companies of producers and retailers experience huge pressure because of stagnation of demand, short lifecycles of models, the growing importance of digital-channels, growth of the competition and pressure promo. The current tasks sometimes do not leave an opportunity to marketing specialists and that who is responsible for sales time for well to work data of custom researches and to find answers to key questions of business suffices. Users of GfK Consumer Insights Engine receive insights about consumer behavior immediately and can at once begin to use them in work, claim in GfK.

As noted in GfK company, the presented solution answers a set of questions of consumers who interest retailers and producers of goods in the market of home appliances and electronics, including such as:

• What is the trigger for transformation of requirement into purchase?
• What channels are used by buyers when they look for goods?
• What characteristics are most important to consumers at making decision on purchase?
• And what buyers think and speak about goods?

For September, 2018 the solution is available in several countries, including Germany, France, Italy, Spain, the Netherlands, Great Britain, Russia, India, China, Japan, South Korea, Brazil and the USA. At this stage in a system consumer data are available to such categories as IT goods, printers, large and small home appliances, game devices (Gaming), consumer electronics.