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Understand. Activate. Measure. The Connected Consumer.

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Thank you very much for joining this year's dmexco in Cologne on September 13 & 14. We were very pleased to see you.

We hope the event and our Expert Talks did fulfill your expectations and we were able to offer you new insights relevant for your current marketing challenges and future success.

Please find all GfK & SUPERCRUNCH presentations now on our website for free download.

We have also assorted a selection of images for you on this page.

If you are interested in further information or want to arrange a one-on-one-meeting, please feel free to get in touch with us. Our experts are more than happy to demonstrate our insights to you in a personal presentation.

Kind regards,
Susanna Meyer, GfK

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The team of data scientists, business and sector experts were at the booth ready to answer your questions.

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Latest insights

Here you can find the lastest insights regarding Connected Consumer. View all insights.

    • 08/23/17
    • Technology
    • Connected Consumer
    • Global
    • English

    Digital disruption: Will Hyper-Connected Consumers revolutionize the rural market trends in India?

    Today we are living in a digitally connected world ruled by the millennials, Hyper-Connected Consumers who are creative, realistic, ambitious and eagerly looking for innovation. These consumers look for ease, comfort and something extra-ordinary in every product and service they buy. And to help brands communicate well with the Hyper-Connected Consumer, the government of India has seriously taken a path towards achieving the dream of making the country digitally connected. With a plethora of opportunities that Digital India brings to the table, it has become imperative for companies to have an in-depth understanding of how to make the best use of it and deal with today’s Hyper-Connected Consumer.

    The rural consumer

    Further, as the digital divide is being minimized at a rapid pace to bring rural areas into the mainstream, the rural consumer has also become smarter and so have the channel partners/brands. Hyper-Connected Consumers in rural markets are ready to experience innovative retail concepts like mobile payment. Brands are therefore looking to create an end-to-end, relevant marketing strategy to effectively tap into rural and semi-urban geographies. Amazingly, early in the game, HUL gave a technology boost to rural marketing. Its Project Shakti enhanced its direct rural reach and created livelihood opportunities for underprivileged women by making them hyper localized distributors of its products, selling directly to villagers and retailers. If you look at the Indian telecom sector; free voice calls, drop in data tariffs, sharp competition among Indian telecom companies and finally the dramatic entry of Reliance Jio has caused massive disruptions in the recent past. And now Jio is all set to launch a discount handset in a bid to further expand its customer-base. hbspt.cta.load(2405078, '45f2850c-173c-4a53-bc36-e5f93f27eec1', {}); Interestingly, Facebook sponsors free Wi-Fi hot spots across India. It has “2G Tuesdays” in its Menlo Park headquarters, where developers can experience a slow connection and how Facebook works on it. This clearly demonstrates how consumer experience in the world of hyper-connectivity affects the business model. A few years ago, Idea Cellular launched an initiative called ‘Har Mobile Par Internet’ (Internet on every mobile) which was an extension to its popular ‘No ullu banaoing’ (Do Not Fool) campaign. This service provided step-by-step digital literacy lessons via IVR (Interactive Voice Response); a tutorial designed to teach consumers how to access and use the net on feature phones. Such various contemporary technologies have found their way into the arsenal of rural marketers across the country. In brief, a disruptive business model is a prized corporate asset.

    A society in transition

    As India transitions from a ‘cash based’ society to a ‘cash less’ society, digital applications such as mobile wallets and UPI have become indispensable. The government’s initiatives around Jan Dhan accounts and cash transfer of benefits allowed the un-banked to be banked. Further initiatives around ‘Bharatnet’, smart cities and WiFi’ing villages will be the catalyst in empowering Indian citizens to transact digitally, henceforth, pushing semi-urban and rural communities to become digital savvy. All these developments mark the start of a new era of disruption as businesses in India seek to serve the growing segment of Hyper-Connected consumers who have a disproportionate impact on both influencers and value creation. We are excited to share insights on this unique consumer segment based on a custom featured study and exchanging perspectives with a panel of industry leaders. Join us and be part of the conversation to Discover, Disrupt and Delight in the era of the Hyper-Connected Consumers in India on September 7, 2017 in Mumbai at Hotel Sofitel. Nikhil Mathur is the Managing Director of GfK, South Asia. To share your thoughts, please email Nikhil.mathur@gfk.com or leave a comment below. hbspt.cta.load(2405078, 'e1a2d9fe-c30c-49b8-b113-95cf2cdd8c7e', {});
    • 08/11/17
    • Retail
    • Technology
    • Connected Consumer
    • Global
    • English

    How is the smartphone transforming brick and mortar retail?

    When we think about how smartphones have changed the retail landscape, it often revolves around how e-commerce is banishing traditional brick-and-mortar establishments to obsolescence. At least, that’s what you would gather from sensational news reports about the current mall crisis in the US and the shutdown of several local stores in Singapore such as furniture store, iwannagohome and fashion brand, Raoul. Here’s a story that’s less newsworthy, but equally true. Rather than being the harbinger of doom and gloom of physical retailers, the smartphone also has enormous potential to transform physical retail for the better. The smartphone has made shopping a breeze with apps for fashion, groceries, electronics and food, with the likes of Zalora, Lazada, Redmart and Honestbee. If implemented effectively as part of an omnichannel marketing strategy, smartphones could somewhat ironically be the key to survival for physical retail outlets. For the uninitiated, the idea of omnichannel marketing is simple. Brands need to provide customers with a seamless experience, regardless of channel or device. Whether it’s in-store, online, via social media or through a smartphone app, the consumer’s experience should be consistent and complementary. A one-size fits all approach does not work though, as shoppers behave differently by country. That’s why it’s essential for retailers to have market research intelligence on shopper needs and behavior, to tailor retail strategies for the local market.

    Smartphones have enhanced our lives

    In our 2016 Connected Consumers Report, we referred to the smartphone as the ‘hub of the consumer’s life’ – a nexus where their offline lives meet their digital ones. Smartphones are the top choice for online shopping (it used to be the desktop) as they give shoppers numerous benefits and convenience. Our research shows that 45% of all shopping is influenced by mobile, and without having to enter the physical stores, shoppers can avoid queues, order ahead and enjoy customized offers. Smartphones are also beneficial for e-commerce sites that want to move offline, for example Amazon – which has recently been making headlines for opening bookstores and grocery stores. Amazon has been using mobile technology to track customer preferences and sales, and enabling shoppers to grab groceries and walk out of the store as the order gets posted to the shopper’s Amazon account later. Closer to Singapore, we’ve seen homegrown brands like Naiise, HipVan and Love Bonito extend their online presence offline in shopping malls. Naiise for example, offers self-collection services at its physical stores for online orders.

    The role of smartphones in consumer retail

    In our global survey on consumers’ activities with mobile phones in stores, we found that globally, 40 percent of shoppers use their smartphones while in a physical store to compare prices and contact a friend for advice, while 23 percent and 22 percent buy products through an app or through a website respectively, proving that once customers step through the door, even more can be done to seal the deal. Beauty retailer Sephora for example, has successfully used augmented reality and lip-mapping technology in it’s app – Sephora Virtual Artist, to instantly and effortlessly help users figure out which of 3,000 lipsticks shades suits them most – a typically time consuming task. Singapore shopping malls such as 313@Somerset and Parkway Parade have been experimenting with proximity marketing and mobile location analytics to reach out to shoppers who are surfing nearby, in a more targeted manner while showcasing offerings effectively. Through proximity alerts, patrons are able to enjoy exclusive deals, purchase and redeem their items immediately.

    Winning consumers with customized mobile services

    One of the most valuable resources of a smartphone is that it can provide retailers with information, which is key to capturing brand loyalty – a trait that today’s spoiled-for-choice Connected Consumers are lacking. Brands can leverage customer data and point-of-sales (POS) analytics to offer more personalized services such as customized offers. In turn, this presents an opportunity to generate long-term relationships. AsiaMalls for example, which owns six heartland malls, has seen success with AMperkz, its card-less loyalty program that enables personalized and location-based rewards and exclusive member offers. Starbucks too, has seen massive success in the past six years by taking its popular loyalty program to the mobile platform, resulting in higher sales, customer loyalty and foot traffic. Last year, 25 percent of the chain’s transactions in the United States were from a smartphone. Mobile Order & Pay, the company’s mobile order-ahead service has been lauded for providing convenience, but the code behind it – the data-driven algorithm to predict, personalize and recommend individual offerings at checkout shouldn’t be understated either as it’s a data-driven Artificial Intelligence (AI) algorithm based on consumers’ preferences and behavior; and behaviors that Starbucks is trying to drive. In the age of the Connected Consumer, omnichannel shopping is becoming the new normal. Therefore, understanding the shopper’s purchase journey is crucial – and this is one of the toughest challenges faced by retailers today. However, armed with research insights on the route shoppers take when making a purchase, ways in which different online and offline touchpoints influence their purchase decision, and the type of media they are exposed to; retailers can optimize their omnichannel strategy. Karthik Venkatakrishnan is Regional Director at GfK. To share your thoughts, please email karthik.venkatakrishnan@gfk.com or leave a comment below.
    • 08/07/17
    • Retail
    • Technology
    • Point of Sales Tracking
    • Connected Consumer
    • Global
    • English

    Retail Trend Monitor 2017: Technology will make the difference in retail

    Changes in the retail landscape, driven in part by the mobile revolution and resulting changes in consumer shopping preferences, have revealed new opportunities for retailers. However, with many of the arising opportunities requiring significant investment in technology, the challenge for retailers is knowing which of these to invest in to secure future success.

    A phased approach to retail technology investment

    Those technologies that will help retailers to meet current and future consumer trends and expectations can be classified according to two distinct groups, reflecting a phased approach to retail technology investment: One: Those technological developments with a high relevance today and which will remain the focus of investment in the future. These include big data analytics (relating to both consumers and the supply chain) and mobile capabilities like shopping apps. Two: Those technological innovations that have lower relevance today, but which are predicted to become the focus of future investment. It is by anticipating the most influential technologies of tomorrow that retailers can stay one step ahead of the competition. Examples of such technologies include check-out less stores, and virtual and augmented reality. These were the findings of our Retail Trend Monitor 2017, a 51-country online survey of 346 retailers and industry experts. The study examines the technologies in which retailers should invest in the context of exploring those key retail trends that are having the most impact now and those that will have the greatest influence in the future.

    Retail trends having the most impact today and tomorrow

    According to the retailers who participated in our study, the convenience of the shopping experience (89%) is the leading driver of current retail developments but personalized marketing and the seamlessness of the cross-channel experience will gain in relevance. While they anticipate mobile communication to be the top driver in the future owing to the growing popularity of shopping anytime and anywhere, they also expect convenience to remain a dominant force. Convenience underpins many of the other drivers of change and innovations in the retail space. Closely related to anything that makes consumers’ lives easier, the concept of convenience is however constantly evolving. Today, of course, it is closely associated with mobile retail. However, according to the retail experts who participated in our study, the future of convenience will be about retailers themselves providing greater transparency of information (e.g. price comparison/review websites and social media). What’s more, it will be about them offering a seamless shopping experience across channels, and personalized marketing information and offers.

    Future success is founded on having the right retail insights

    Convenience and personalization will play a major role in shaping the future of retail. Achieving a more convenient and personalized shopping experience, one that meets consumers’ expectations, is dependent on choosing the right retail format and investing in the right technology. With the right intelligence, retailers have the opportunity to not only address but also exceed consumers’ expectations, thereby surprising and delighting them. Those retailers that achieve this will be the success stories of today and tomorrow. hbspt.cta.load(2405078, '85cb430c-ecc0-4f1b-8811-a04b4bb18e7a', {});
    • 08/02/17
    • Technology
    • Connected Consumer
    • Global
    • English

    Discovering the era of Hyper-Connected Consumers in India

    The lifestyles of people are changing enormously due to digitalization, and businesses are communicating with customers in a special and unique manner. They are dealing with a new-age world of hyper-connected consumers who are digitally connected to almost everything in their daily chores. A few years back no business would have ever imagined the fast-changing  expectations and choices that consumers have. But, technology has changed the world, and this is now the reality.

    Embracing a digitally enhanced future with Digital India

    Digital India, a brilliant project, is a testimony to the fact that India is embracing this massive technological paradigm shift, going full throttle towards a digitally enhanced future. Be it retail, banking, education, food, travel or manufacturing, the Digital India initiative proves that we are moving in the right direction! The Indian consumer, who previously was simply connected (a mobile device meant a mechanism to call others and search the internet) has become hyper-connected and this remarkable initiative by the government is catering tremendously to the growth levels of hyper-consumerism. The outburst of smartphones, social media platforms and high speed internet is the major driver behind the dramatic change caused by consumers’ expectations when it comes to brand engagement. The average consumer in India spends most of their time on smart phones; nearly 150 billion hours were invested between 2014 and 2016, according to new research. This year was predicted to see more than 350 million mobile internet users – a clear example of Digital India galvanizing a movement in the nation. Now imagine the growth spurt in the coming years!

    Smartphones driving innovation

    Another aspect to this massive surge in the digital world is the social messaging behavior of the hyper-connected consumer which is creating great stories on social platforms like Instagram, Facebook, and Twitter. The “desktop-first” era is a bygone era; all we can see now is the smartphone, which has become a key platform and is driving the latest trends in innovation. Thus, it clearly reflects that smartphones are going to be greatest driver of the Digital India initiative, whose escalating penetration will only grow in the future, hence transforming India into one of the largest smartphone economies in the world. Apart from the effect that technology has had on our lives and daily chores, it has created a number of terrific opportunities for businesses to grow and become stalwarts in their respective realms. However, it also entails a lot of challenges, and the businesses that can come out with new and better ways to engage with the emerging segments of hyper-connected consumers are the ones that will thrive. In this era of ‘discovery’:
    • Companies are realizing the increasing importance of engaging consumers through the various channels available. Sometimes companies need to meet consumers personally and get to know their demands and personal choices. With consumers displaying love towards visual content, it is significant to offer them something extraordinary which they can share on digital platforms.
    • There is a dire need to fuel platforms with video content. Digital technologies provide consumers a new lens on brands and new ways to engage every day. There’s the opportunity for brand relationships with customers to evolve because of technology.
    • With everything turning digital, companies need to personalize the customer’s experience with a personal touch, yet, their privacy should not be in jeopardy at all.
    • Transparency is another major aspect companies must consider; by making everything visible to their customers, the company can escalate their level of reliability and create a trusted brand.
    The key takeaway here is that people will pay where they see value and that value is no longer simply wrapped up in the product. Brands need to continually strive to understand their customer engagement and relationships, and how it will evolve with digital technologies so they can innovate and provide better value for their customers and more margin growth for themselves. With the nation’s thrust behind Digital India, we believe that a new era of “Hyper-Connected” consumers have emerged. We will be sharing insights on this unique consumer segment based on a custom featured study and exchanging perspectives with a panel of industry leaders. Join us and be part of the conversation to Discover, Disrupt and Delight in the era of the Hyper-Connected Consumers in India on September 7, 2017 in Mumbai at Hotel Sofitel. Nikhil Mathur is the Managing Director of GfK, South Asia. To share your thoughts, please email Nikhil.mathur@gfk.com or leave a comment below. hbspt.cta.load(2405078, 'f787848f-e0f0-4a26-90a1-6b79368b344c', {});