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Company profile: GfK Retail and Technology
Sales research and
market expertise
GfK Retail and Technology is the world’s leading market researcher for tracking point-
of-sale (POS) data in technical consumer goods and entertainment media markets.
This brief profile is intended to give IER readers an indication of the breadth of GfK’s
market expertise.
The GfK Retail and Technology works confidence, equipping them with the business group director, Field
with retailers and resellers in more than 80 right navigation system for their (Kevin.lipscombe@gfk.com, 0870 603
countries worldwide. The GfK data international activities and ensuring they 8165.
platform, Star Track ensures that maintain a competitive advantage in their
manufacturers and industry leaders industries. Home Appliances (MDA/SDA)
receive comparable information at an market
international level. GfK market experts The importance of GfK Retail and Technology has been tracking
offer fact-based consultancy on brand independents the major and small domestic appliances
share and channel performance at both Independent retailers are highly valued market since 1976, providing clients with
country and international level. partners of GfK and their cooperation is weekly and monthly reporting and
Market information is available monthly essential for building a comprehensive intelligence via the GfK Retail Panel.
and weekly for analysis at both strategic picture of each market sector. Some of GfK monitors both local and global sales
and tactical level. GfK offers complete them have been working with GfK for more of home appliance products in all major
market coverage by collecting data from than twenty years and their contribution has distribution channels such as electrical
all major distribution channels, including been very beneficial for both parties. specialists, technical superstores,
traditional retailers, online players, B2B Individual companies provide their sales hypermarkets/C&C, department stores,
and resellers. and stock data, along with other product mail order houses and online retailers, and,
In 2009 GfK launched ‘Digital World’ – developments on a regular basis. for MDA in particular, kitchen and furniture
a unique database of actual, real-time “In order to create a robust specialists.
sales, tracking all technical consumer independent panel measurement within “GfK Retail and Technology’s information
goods across every continent in an industry, all channels need to be and analysis are sought from a very diverse
conjunction with US industry association, reflected accurately. The independent array of clients and this is not merely
CEA. sector is a crucial element. This year restricted to the manufacturers of the
The ever-decreasing life cycles of alone, 700 independent businesses have appliances themselves. The scope is in
products means having the right become GfK panel members supplying fact much broader; suppliers of food and
information as quickly as possible is weekly automated data via their software beverages, component manufacturers,
essential to retailers, and it makes GfK programmes. These independent retail industry associations and government
RT’s services more crucial than ever. businesses become part of the GfK ‘Data departments all recognise the value of our
GfK’s accurate data and in-depth Exchange Programme’ benefiting from data to their organizations, and new
analysis enables companies to identify valuable market reports free of charge,” companies are being added to our portfolio
and react to market dynamics with explains Kevin Lipscombe – GfK all the time,” comments Erol Sukan, GfK
Do you wish to use GfK market information and expertise at your event or conference?
If you would like a GfK thought leader to speak at your event, adding valuable insight, please contact:
lynne.henry@gfk.com, 0870 603 8119 or ami.brooks@gfk.com, 0870 603 8247, www.gfkrt.com/uk
36 TheIndependentElectricalRetailer January 2010
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