Your Channels
Changing customer behaviour, the fragmentation of customer segments and the emergence of new types of media (online retail, social media, mobile) mean that the number of touchpoints/channels that influence customer purchase decisions has grown enormously. How can organisations manage this complexity more effectively?
At GfK, we help organisations understand how to influence brand choice before and at the point-of-sale, whether this be in a retail environment, an online store, a bank branch or a businesses’ IT department.
We do this by mapping the purchase process to understand the motivations and behaviours at each stage of the customer journey, and how expectations are met by experiences along the way.
We determine how different channels (retail, web, call centre, third party) are utilised throughout the process, and how you can build market share, maximise sales, secure premium pricing and improve brand performance.
We then work with you to optimise the channel mix, ensuring that appropriate spend is allocated across channel types.
In the retail space, we can go one step further by measuring the impact of channel strategy on actual sales by utilising GfK’s Retail & Technology point-of-sale data.
In addition, our Financial Research Survey (FRS) provides category-level insight on consumer preferences and behaviours towards different channels for financial products.
Pam Armstrong