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    • 04/19/17
    • Technology
    • Consumer Goods
    • FMCG
    • Connected Consumer
    • Global
    • English

    From “mission impossible” to “mission accomplished”: How tech manufacturers can maximize the media mix

    As a marketer of durable goods, your likely mission is to build brand image, optimize your media budget and ultimately to generate profit. While that might sound like “mission impossible”, the good news is that there is a tested research technique that can help. Marketing mix modeling offers a way for marketers to successfully overcome the mounting challenges they face. In this blog, we explore four reasons why marketing mix modeling is as relevant to manufacturers of durable goods as it is to the consumer goods industry. In doing so, we will help you navigate from “mission impossible” to “mission accomplished”.

    Mission one: Harness the digitization of media

    Put simply, in the digital age, there are more media channels and more connected devices. Consequently, Connected Consumers are exposed to more advertising messages than ever before. This media fragmentation makes it difficult for manufacturers to know where, when and how to reach consumers. In addition, the immediacy of the digital channel has placed more pressure on marketing campaigns to deliver short-term sales. Add to this the proven decline in consumers’ average attention span, and you have a challenge that even the Impossible Missions Force’s Ethan Hunt might be happy to see self-destruct in five seconds.

    The success of any campaign depends on getting your media mix right. In order to maximize your budget, it is essential to have accurate insights on how your ads are performing at any given moment. What you need to understand is which campaigns on which media platforms positively impact sales of your product. Marketing mix modeling evaluates the contribution of the different media channels – both online and offline – enabling you to allocate your budget so that it delivers maximum ROI.

    Mission two: Think omnichannel

    In the technical consumer goods (TCG) sector, e-commerce is an extremely important channel, and its share of sales is growing annually. According to our Point of Sales (POS) Tracking data, online accounted for 23.1% of overall sales in 2016 (see infographic). Shoppers have adopted an omnichannel approach to shopping in the TCG sector. The message couldn’t be clearer: if your products aren’t available across all channels, you are losing sales.

    Omnichannel shopping is becoming the norm across many categories

    % of shoppers reporting having shopped online and in store for a product, GfK FutureBuy, 2016

    Online has also given consumers the power to check prices and compare products. This, in turn, has amplified the importance of both the manufacturer’s and retailer’s promotional activities.

    Marketing mix modeling enables you to understand exactly which of your promotions work, providing you with the intelligence you need to support your marketing decisions. Measuring the effectiveness of your executions gives you the power to fully optimize your activity for each channel.

    Mission three: Dealing with product feature commoditization

    When technology is new, success can be built on product features. However, as tech markets mature, all brands and models become very similar. In this type of market, it becomes virtually impossible to stand out for having a “great product”. Commoditization is rife, and manufacturers and retailers must find new ways to differentiate themselves from their competitors.

    Today’s Connected Consumers will only engage with, relate to and buy your product when they’ve had a brand experience. And they’ll only return to your brand if their experience of it was memorable. Consequently, we’re seeing the trend for marketing campaigns that focus more on product benefits and less on features spread across the globe. It is becoming more common for technology manufacturers to focus on a compelling brand experience in their advertising.

    Source: GfK Consumer Life

    A clear communications campaign is required if you are to succeed in conveying your product and brand values, and provide a memorable experience as well. Marketing mix modeling measures the sales impact of these campaigns and the media used to distribute them. It identifies the ROI for each channel and evaluates cross-media and cross-channel synergies.

    Mission four: Tackling the shorter product life cycle

    In consumer tech, the product life cycle is getting faster while the re-purchase ability slows down. At the same time, for almost all brands, advertising campaigns tend to be short-lived and focused specifically on new product launches. Ultimately, this means there is less time to deliver a margin.

    When planning your next advertising campaign, you may need to choose between investing in an intensive short-term but high-impact, high-cost TV spot versus a longer-term digital execution delivered via social networks. The commercial success or failure of your campaign may rest on this decision. This is where marketing mix modeling can provide directional insight. By providing weekly sales contributions for the different elements of your campaign, it can help you identify the most appropriate media plan to drive sales at the crucial moment. At the same time, it can also support your brand’s growth in the longer term.

    Summary: Mission accomplished

    We’ve addressed four of the key challenges faced by TCG marketers and manufacturers. Marketing mix modeling can help you understand how your above- and below-the-line marketing activities are driving your sales. We believe it is the way to accomplish your mission in today’s highly competitive global marketplace.

    Bjoern Kroog is Global Director of GfK POS Analytics. To share your thoughts, please email bjoern.kroog@gfk.com or leave a comment below.













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    • 04/13/17
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    Sustainability and ethics: How to keep up with the fashion industry

    “Fashion is not necessarily about labels. It’s not about brands. It’s about something else that comes from within you…” – Ralph Lauren

    Nowadays, style is not only about the logo you are wearing but the values that it represents. With this in mind, fashion brands need to know their consumers more than ever before in order to connect emotionally with them. Here are the three values fashion companies must embrace to build brand perception and stay relevant in a demanding market.

    1. Sustainable fashion

    It is becoming easier to see why high end and luxury fashion brands can no longer ignore sustainability. In fact, our research (1) shows that ‘protecting the environment’ is significantly higher up on consumers’ priority list than ‘looking good’.

    As fashion consumers grow more conscious, they also tend to trust brands less, and being credible becomes an issue for all labels, everywhere. Our data also indicates how informed and serious about environmental and social issues consumers have become over the past decade. This is no longer ‘fringe’ behavior but a market-wide opportunity.

    2. Ethical initiatives

    Indeed, we have witnessed many brands evolving and communicating their efforts in making their production more eco-friendly and respectful of fair-trade. It is an important evolution in the history of fashion, which until recently was characterized by a “fast fashion era”, resulting in too many articles of clothing produced that become obsolete within weeks.

    It is the younger generations who are mainly to thank for this move, thus, we are observing a new age in which fashion consumers will tend to focus their spending on quality over quantity, piling less in their wardrobe.

    As a reaction to this, fashion companies are compelled to become more transparent when it comes to how their clothes are made.

    We can see how the leading fashion industry environmental group, MADE-BY, has helped make it happen. The organisation, along with major UK companies like Ted Baker, worked together on individual sustainability programmes, helping them to reduce the amount of hazardous chemicals in their production, and increase the integration of  organic materials.

    3. Recycled is the new “en-vogue”

    Now that the bloggers, critics and other public faces of fashion have taken to promoting what’s good for the planet, for consumers, and for the companies’ employees, the high-end and luxury fashion companies made sure to follow the trend:

    • Hermes created “Le petit h”, which consists of creative pieces and accessories only made from the left-over materials from other bags, scarves, etc.
    • Adidas has launched a collection being marketed as designed to “help to clean up the Earth’s oceans” by using the waste floating around the world to make their footwear. Whilst 7,000 pairs of the UltraBOOST Uncaged Parley were planned, the three-stripes brand says it wants to produce more.

    Examples of these initiatives are numerous, and many start-ups followed their lead, creating a range of niche products, from salmon-skinned wallets to shirts of polyester from recycled drink bottles.


    The world of fashion is powerful, and a close eye is being kept on its actions. It’s essential for brands to understand not only the role of sustainability within the decision making process of consumers, but also to explore their attitudes and behaviors. The question is, how do today’s connected consumers build brand perception and how can brands stay relevant in this demanding market?

    (1) Research taken from GfK Consumer Life (Roper Reports©), global annual survey of consumer of attitudes, beliefs and behaviors.

    Tiphaine Nilias is a Research Manager at GfK. To share your thoughts, please email tiphaine.nilias@gfk.com or leave a comment below.

    • 04/12/17
    • Technology
    • Connected Consumer
    • Global
    • English

    Why these 5 tech trends have game-changing potential for brands

    Connected Consumers live in a constantly evolving world, where emerging new technology has the potential to impact everything we do.  Each year brings exciting new products and iterations which promise to revolutionize everything from transportation to retail to entertainment.

    For 2017, we’ve identified five of the hottest and most important tech trends that have the potential to become widely adopted in the mass market.

    1. Mobile payments

    Many Connected Consumers may have experienced the act of physically paying for something using their mobile device, yet most would be reluctant to go fully cashless or card-less on a trip to the store.  And despite the many convenient benefits that mobile payments offer, security concerns remain a unanimous deterrent.

    However, retailers that take advantage of mobile payments with a branded app have a unique opportunity to bolster loyalty by improving the shopping and check out process as well as utilizing rewards and customized product offers based on user data.  Younger consumers especially are more willing to agree to share their personal data in exchange for value in return.  Retailers and brands not offering mobile payments are currently missing out on this unique opportunity.

    If we look to the Asia Pacific region (and China in particular) which is several years ahead of the western world, mobile payments are widely accepted by merchants and retailers alike.  Will an improved retail experience lead to mobile payment adoption?  This year could provide the answer.

    View our free mobile payments infographic

    2. Virtual and augmented reality

    Last year saw the release of several new virtual reality products, with PlayStation VR being the most desired device among consumers, followed by the Oculus Rift and HTC Vive headsets.  Already appealing for its implications to the gaming and entertainment industry, VR and AR have the potential to reach the next level by expanding into other industries, from shopping to traveling to education and healthcare.

    With growing consumer interest and big investors like Facebook, Google and Microsoft, the key for the future of VR will be in understanding and meeting the needs of consumers, and incorporating VR into their personal and professional lives.  While price and safety concerns are minor obstacles towards adoption, continual improvements to the VR user experience will cause demand to grow.  As more industries seek to maximize the power of VR, this year is an exciting time and could prove to be a turning point which sees the technology approach mass market status.


    View our free virtual reality infographic

    3. Smart home

    There’s no shortage of products in the smart home market, with many Connected Consumers’ households already equipped with smart TVs.  But other home based devices are still catching on, and face several barriers before they meet the hype that has been circulating around smart home technology.

    The various benefits that smart home products provide appeal to different demographics, so clearly communicating them to the right consumer groups will go a long way towards encouraging adoption.  For example, home safety, security and reducing utility costs are important to Gen X-ers and Boomers, while Millennials are interested in having the latest technology as well as the environmental benefits that it can offer.

    With many Millennials (and especially the older Gen Y group) set to become home owners in the coming years, they are a key target group with a large proportion of Leading Edge Consumers that could be influential to others.  As seen with the successful recent launch of Amazon Echo, whose voice interface provides an intuitive and easy fit into people’s lives, a simple and seamless user experience is an absolute necessity for products in the smart home category.


    View our free smart home infographic

    4. Autonomous vehicles

    While automakers and tech companies are hard at work to realize the vision of the self-driving car, there are still several years to go before they start occupying the roads.  At the moment, too many unanswered logistical questions exist around autonomous vehicles, but there is no denying their appeal, especially with younger consumers.

    With widespread adoption predicted to begin around 2025, there is no doubt that autonomous vehicles have the potential to revolutionize transportation and the auto industry, but the technology is still currently in its infancy.  The key to success will be matching the evolving technology with consumers’ needs, while prioritizing public safety and established protocols for drivers and passengers.


    View our free autonomous vehicles infographic

    5. Wearables

    The market for wearables, while enjoying healthy growth, has not lived up to the tech industry’s expectations so far.  Heralded as the next big tech item, early smartwatches didn’t quite reach mass market success, appealing mostly to early adopters and Leading Edge Consumers.

    As wearable devices evolve and designer brands begin to introduce more attractively designed offerings at varied price points, we expect to see an increase in consumer interest.  But retailers and manufacturers must understand the real-life uses of wearables and continue to tap into the trend of health and fitness monitoring.  Only then will wearables be able to reach the next level.


    View our free wearables infographic


    This year could be a key turning point for many technologies on the verge of taking off, but new pairings of products and technology must deliver on consumers’ expectations to meet the hype.  For a true revolution to happen, brands must focus on enhancing the lives of Connected Consumers while alleviating their concerns that continue to be roadblocks to mass adoption.

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  • E-commerce increases its share of TCG sales in Europe
    • 04/05/17
    • Retail
    • Technology
    • Connected Consumer
    • Global
    • English

    E-commerce increases its share of TCG sales in Europe

    Take a look at our 'E-commerce continues to grow in Europe' infographic for more information on online/offline sales on product group and country level.

    • 04/04/17
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    3 things brands need to know about marketing to today’s dads

    My wife and I recently binge-watched “This is Us.”  As a father of two, I was attuned to the portrayal of the dads on this fictional NBC show (for the un-initiated).  Randall, William, and Jack make up an all-star cast of TV dads.  Sure, all three have their flaws, but I’m convinced that some combination of these TV dads is the actual father I’m supposed to be.  Kind and loving like Randall, strong and inspiring like Jack, wise and cool like William.  But all three share a common thread – a willingness to take on a large role in their kids’ and grandkids’ day-to-day lives.

    An important message to marketers

    There is an important message in the show to marketers about dads (and granddads) like Randall, William, and Jack.  According to research from GfK Consumer Life’s global study, fathers averaged across 18 countries are more likely today than in the past to take on household chores like cooking, cleaning, and shopping for groceries.  In addition, as “This is Us” aptly displays, common dad tropes are being replaced by a more dynamic and realistic archetype.

    That’s not to say that fathers are the new mothers.  Sure, dads still love to kick back in the man cave with a cold one and hide from folding the laundry (don’t tell my wife).  And in fact, there are recent studies suggesting that attitudes towards more traditional gender roles are making a bit of a comeback – especially in the US.

    Recent studies from GfK Consumer Life in the US have similar findings (more to come in a future post).  But modern reality dictates and encourages dads to be more omni-present in chores and their kids’ lives.  There are a few recent ads that speak to these themes.  I’m partial to this one from Google (Dear Sophie) and this one from Hyundai (Dad’s Sixth Sense).

    So what do marketers need to know about today’s dads?

    1. We like to blaze a trail and create new ways of doing household chores. Especially watch out for us in the kitchen, where we will experiment a bit more than moms.  This domestic innovation isn’t always appreciated, as about half of dads claim they are the best cook in the house, while overwhelmingly kids are much more likely to say that Mom is the best. (pro-tip: kids don’t like sriracha mac and cheese, but they do like ‘regular’ mac and cheese).
    1. We are smarter shoppers with go-to brands, and a pinch of nostalgia. Dads bring a unique perspective to the weekly shopping trip.  We are increasingly deal-oriented, but still tend to be influenced heavily by brands – especially brands that we remember from our childhood.
    1. We put in a lot of research when making a purchase decision (especially for bigger ticket items). Increasingly, dads are likely to consult their on-line and off-line networks before making a decision.  And for all the jokes about men never asking for directions, growing numbers will ask salespeople for information.

    The role of fathers on TV, advertising, and in real life is forever changed.  As marketers, we have a responsibility and a business imperative to engage them in a realistic fashion, without patronizing.  Now excuse me while I grab my herb-infused duck breast from the oven, my four-year old is sure to love it this time!

    Tim Kenyon is Vice President on the Consumer Life team at GfK. He can be reached at tim.kenyon@gfk.com.

    • 03/15/17
    • Travel and Hospitality
    • Connected Consumer
    • Global
    • English

    How to leverage consumers’ current travel sentiments

    Currently, there is indeed a heightened consumer awareness around travel, notably with much of the conversation in the US focused on travel bans and increased airport security.  There is no denying that safety is on the forefront of consumers’ minds – 61% of Americans agree that they are “always concerned about their safety and security”, according to a recent study from GfK Consumer Life.

    But how does this affect consumers and their attitudes and behaviors towards travel?  Travel is actually one of the last things that Americans are willing to give up – only behind their mobile phones (and ahead of other indulgences including dining out, out-of-home entertainment, and hobbies).  In fact nearly three-quarters of Americans have traveled for leisure in the past 12 months (60% of those by plane).  It is probably safe to assume that at least a similar number would like to continue to do so in the future.

    Building on experiences

    Rising personal values of consumers that include learning, open-mindedness and internationalism suggest that Americans are open to new experiences when it comes to travel.  In addition, 63% of Americans agree that they ‘always like to experience local culture and foods’.  Concurrently, industry trends show that international travel was up 6% in 2016 vs. 2015.

    How does this reconcile with the current shakeups within the travel industry?  Well one particular case is that advancements in technology are allowing for consumers to experience travel like never before.  The evolving wants and needs of the connected consumer continue to push for new innovations in travel.

    Incorporating relaxation

    Prioritizing experiences does not necessarily mean everyone is looking to go the backpacking-rugged-adventurous route.  R&R is also sought after – 54% (+6 pts from 2012) of Americans prefer a vacation where they can relax and take it easy (vs. only 38% looking for “active” vacations where they can do/see a lot of things).  This can probably be attributed to the increased stresses of life today – stress levels have hit an all-time high by some metrics (54% of Americans feel stressed at least once or twice a week, the highest point since GfK started tracking more than two decades ago).

    This can have implications across a wide range of categories – from food to technology to wellness… anything that will help them unwind during their travels.

    Opportunity: The appeal of business travelers

    One consumer target that can be especially attractive is the business traveler, with their overall affluence and spending tendencies (along with the notion that they probably would be less affected by any changes in consumer sentiment around travel, since it is tied to their careers). About one in five Americans have traveled for business in the past 12 months.  Priorities of course shift – work takes precedence and companies typically handle expenses.  So it comes as no surprise that 75% have stayed at hotels/accommodations rated at 4-stars or higher (+29 pts from the average traveler).  And proper sleep clearly is more important – 71% of business travelers agree that they need to sleep really well (+13 pts from the average traveler).

    Other opportunity areas that resonate with the business traveler include: health (80% actively look for health products/services, +13 pts from average travelers); technology (61% say they are passionate about tech, +28 pts); and small indulgences (81% look for novelty/fun in everyday products, +17 pts).


    The recent dialogue within the travel space seems to suggest increased consumer anxiety. Yet brands and companies should not let that be a deterrent – travel is still a mainstay within Americans’ lives.  Both new experiences and relaxation can be drawn upon to give consumers true pleasures in their travels – while business travelers continue to have strong appeal across many facets.

    Mihir Bhatt is a Senior Consultant on the Consumer Life team at GfK. He can be reached at mihir.bhatt@gfk.com.

  • GfK at European Technical Consumer Goods (TCG) Summit
    • 03/10/17
    • Connected Consumer
    • Global
    • English

    03/29/17 - 03/30/17
    GfK at European Technical Consumer Goods (TCG) Summit

    The European TCG Summit is the leading international retail conference with an exclusive focus on TCG retail.

    • 03/09/17
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    How to define engaging experiences in self-driving cars

    Autonomous vehicles have the potential to disrupt everything we know about driving. Earlier this year, I attended a panel discussion regarding the advancements in autonomous driving at the 2017 Consumer and Electronics Show (CES). One conclusion from this session was that it is no longer a question of “if”, but “when” autonomous vehicles will become part of our lives.

    A blank canvas for auto manufacturers

    With no need for a steering wheel, accelerator, or brake pedals, the interior of a car becomes a blank canvas. So, how will companies shape this canvas while keeping the user at the forefront?

    For example, if a passenger wanted to work on their commute, a car could be customized into an office space with a desk and internet connection. Prefer to relax and recharge after a long day? A car could offer features like a massage chair or a big screen TV. And, in the case of ridesharing, a different car could be called up to fit the user’s mood. The car has the potential to become a “third-space”, a space to be used for more than a way to get to where you are going.

    Understanding the types of experiences consumers want

    UX research methods such as ethnography will help manufacturers understand what types of experiences consumers want to have in-car, and how to deliver them in a way that engages and delights. Ethnography helps designers, engineers, and researchers build empathy by taking them out of the lab and placing them in real world situations users face every day.

    We employ this approach to uncover insights while observing common tasks side-by-side with participants. This method uncovers behaviors and insights that wouldn’t be revealed in any other form of research, and allows us to truly see the world from the user’s perspective. These insights allow us to develop use-case scenarios and solutions that are both nuanced and relevant.

    Standing apart as the landscape evolves

    As the autonomous vehicle landscape evolves, manufacturers who are able to create truly exceptional in-car experiences will stand apart. The first step to delivering exceptional consumer experiences is understanding what consumers expect and need – and how they should be delivered. Through direct observation, ethnography has the power to uncover this. The question is, which auto manufacturer will be the first to get it right?





















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    • 03/07/17
    • Connected Consumer
    • Global
    • English

    Why consumer behavior and digital convergence matter for electronics manufacturers

    Since the mid-nineties, digitalization has ensured a regular boom in the tech industry. Many new products, applications and services have succeeded in massively boosting the use of the latest technology at ever lower prices.

    At the same time, consumer behavior has changed fundamentally due to the ubiquitous and unlimited access to the internet, social media and networking between content and hardware. In a relatively short period of time, the high demand for smartphones and smart TVs has drastically and sustainably reversed the use and distribution of music and television or film.

    However, the development of digital products has not only characterized consumer behavior, but has also been the source of some convergence of hardware. In many cases today a smartphone replaces the MP3 player, the navigation device, the photo camera or the tablet and the credit card, the fitness tracker and much more thanks to ever-increasing screen sizes and advanced technology.

    Structural change in the multimedia sector

    The market for multimedia products is now in a deep crisis as measured by demand. The high demand of the past years has led to strong market saturation, so the manufacturer has had to foot the bill for the end customers the past two years.

    On the one hand, a large number of devices are only in the middle of their service life, which means that the consumer often does not see any additional use or buy-in for a replacement purchase due to small or even poorly communicated innovations in conventional products.

    Even for 2017, the bottom is still not reached. The prospects for recovery are low, with a noticeable, structural change in the sector.

    Smart TV dominated CES

    The groundbreaking annual CES fair in Las Vegas produced a glimmer of hope at the beginning of the year with the industry presenting a large number of innovations. The focus, however, was once again on smart televisions with bigger and better pictures.

    The TV market is, of course, an essential part of the entire multimedia business and the decline in sales recorded in recent years is indeed striking. Whether the presented innovations can stimulate the saturated TV market in the short term, however, is questionable.

    All-in-one smartphone

    The driver in the multimedia area is undoubtedly the smartphone. The steady growth was attributable to the penetration, which had not yet been exhausted, as well as the product innovations up to 2015 and 2016. The turnover in this area was only partially compensated for by other declining multimedia categories.

    In the future, the opposite will probably be the case despite advances in new devices with higher battery operation times. The trend of growth could decline in the future as a result of the lower subsidies by the telecom providers as well as the often achieved marginal use.

    Unsteady photo market

    The whole photo and video area is almost right in the free fall, as the smartphone increasingly replaces the classic camera with increasingly better camera functions.

    As CES 2017 showed, the innovations and visions of the industry are likely to hit the market again in many places with new perspectives. Particularly interesting are 360-degree film cameras in combination with VR glasses, as well as compact film drones in addition or as a replacement to Actioncams.

    Renaissance in audio

    As far as the sound is concerned, high-quality audio seems to be experiencing a renaissance. Thanks to high resolution audio, sound quality is coming back to the forefront for consumers. Both audio-players and headphones in the highest resolution promise an unprecedented sound experience and bring the music lover into completely new spheres. This kind of innovation not only enhances the quality of the sound world, but also creates new, desirable products in the market.

    At the same time, the audio-home market is benefiting from unbroken demand in the streaming and multi-room segments, which grew by 8 percent in value and 5 percent in value respectively. This trend will continue to grow as a result of continuous development and new suppliers.

    Taking a chance on the smart home

    The smart home has become an ever-present catchword at CES. The term is as broad as it is incomprehensible, but everyone seems to be able to imagine something related to home networking. The range of products and innovations also take into account the primary need for safety, energy management and control of all possible household appliances and equipment.

    The challenge of the manufacturers is to offer the consumer simple and reliable products, which can be installed and operated easily and intuitively at an affordable price. A simple communication of the benefits and understandable advertising play an equally important role.


    The recent changes in consumer behavior have presented a number of challenges and opportunities for electronics manufacturers. The convergence of hardware has made many products obsolete and led to structural changes in the sector. The markets for smart TVs and phones face growth challenges, while innovative products in the visual and audio segments are opening up new opportunities for established players. The smart home remains a mystery and presents maybe the biggest opportunity, with consumers showing interest but lacking understanding of products in that segment.

    Luca Giuriato is a Senior Market Manager at GfK. To share your thoughts, please email luca.giuriato@gfk.com or leave a comment below.

  • Optimize your retail leaflet promotions to deliver greater ROI
    • 03/07/17
    • Connected Consumer
    • Global
    • English

    Optimize your retail leaflet promotions to deliver greater ROI

    With a few key considerations, you can optimize your leaflet promotions to deliver greater ROI. Take a look at our 'Creating effective leaflet promotions: Top five factors' infographic'.

    • 03/02/17
    • Connected Consumer
    • Global
    • English

    Vehicle features and the importance of having the latest driver technology

    While safety, reliability, fuel economy and low running costs top the list of what people see as being ‘very important’ in a vehicle, over a third (36%) of those surveyed online rank having the latest driver technology in the same regards.  Driver technology includes steering or parking assist, adaptive cruise control, and keyless entry or ignition.

    Over a quarter (28%) of the online population also ranked having the latest passenger technology, which includes audio or video streaming and social network connectivity, as ‘very important’ to them.

    Where driver and passenger technology is most important

    Out of the 17 countries surveyed, Brazil, China and Korea have the highest percentages overall of people saying that the latest driver technology is ‘very important’ to them.

    China, Brazil and Mexico, meanwhile, have the highest percentages of people rating the latest passenger technology as ‘very important’.

    “The value of these findings for vehicle manufacturers lies in being able to assess precisely which features different consumer segments say appeal most to them – and adjust marketing content and product development to match those aspirations”, said Global Head of Automotive Research, Siegfried Hoegl. “By combining this attitudinal data with analysis of actual sales across different markets and consumer segments, or insights from running in-depth car clinics, we help our clients to fine-tune their customer insights to the maximum extent – both globally and at country specific level.”

    Vehicle technology importance and the role of income

    A notable difference in the responses was found when breaking down the results by income. In the highest income range (the top quarter of the total income in each country), 44% see the latest driver technology as ‘very important’, compared to the bottom quarter income band, which had 30%.  A similar dip was seen across income quartiles for the importance of passenger technology as well.

    In fact, income had an effect on what people see as important for a range of features, including the quality of workmanship, a comfortable and spacious interior, a powerful engine and the reputation of the manufacturer.  However, other areas such as the fuel economy and environmental friendliness had much more even results across income ranges.

    About the study

    GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.





















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  • How to win the 2017 shopper
    • 03/02/17
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    How to win the 2017 shopper

    Consumers tell us that they shop using both online and offline channels for different but complementary reasons. Take a look at our infographic and discover "How to win the 2017 shopper".