08 October 2021
GfK is delighted to announce its partnership with Daltix with regards to promotions in the FMCG market. During 2021 GfK Belgium and Daltix joined forces to enrich the Belgian GfK Consumer Panel database with promotional information on individual purchase record level.
GfK adds promotional information to its FMCG Consumer Panel database in Belgium
Daltix, founded in 2016, gathers powerful insights through advanced data harvesting and analytics. Amongst these activities is the daily monitoring of price and promo information in the retail market.
GfK Belgium and Daltix have worked intensively together the past year to link up the unique Daltix database with the Belgian GfK Consumer Panel database. This allows GfK to enrich its behavioral FMCG purchase data with additional information on promotions. More specifically all category purchases, apart from Fresh, will not only be tagged with whether a product was bought in promotion or not but also with which type of promotion. E.g. Discount amounts, discount percentages, multibuys, red prices, loyalty card actions etc.
This will allow GfK and its clients to investigate the impact promotions have on the actual purchase behavior and its evolution. Specific business questions can be answered on an ad hoc basis and next to this, these promotional insights can also be embedded structurally into the GfK market reports on a continuous basis.
As of January 2022, this promotional information will be available in its database for all of its clients. GfK will start with full year 2021 data and will continue tracking and reporting on a monthly basis as of January 2022 for most of the mayor FMCG players in Belgium.
“In our continuous journey to improve and maximize the use and benefits of our Market insights we are extremely happy to take this next step and enrich our database with the promotional insights. We are convinced that this will increase the added value of our behavioral shopper data as we can help our clients now even better with price and promo related business questions on a strategic level as well as on a tactical level.” Davy Van Raemdonck – Director Consumer Panel Belgium & The Netherlands
Information about GfK can be found here.
In the largest independent analysis to date of price data from the supermarkets Edeka and Rewe and the delivery service Flink, Daltix compared the price structure from the supermarkets to Germany’s currently largest delivery service.