Strategic decisions should not be made on good-feeling but should be profoundly supported by data. Driven by the changing consumers and purchases channels, organizations in the DIY industry are investing in exploring their customer journeys.
However, the main challenge is in interpreting results and to know which insights are needed for your strategic management. During the workshop we show customer journey analytics which can help you to take decision based on the changing orientation of the consumer. Also we explain which market indicators are monitored by most organizations and why.
IFH and Gfk will carry out this workshop together. On the one hand side, the IFH will put more emphasis on the European countries comparison and outcomes for respective expansion strategies based on its sales volumes and distribution channels database. On the other hand, GfK will present a more global view of any strategic expansion project in the Home Improvement industry. In contrast to the approach of GFK, bottom-up from the player and consumers in the global market, IFH will give an overview of the European Markets from a top-down perspective based on official statistcs.
Franck Thureau, Global Director of Home and Living at GfK, will explore the purchase journey of the “Connected Consumer”. Using various retail audit data from across emerging and mature markets, he will explain the “what” and “where” of consumer experiences on that journey. He will also deliver key insights for how to better understand and anticipate the behavior of the new Connected Consumer.
Boris Hedde, has been Managing Director of IFH Köln since 2009. He had previously spent more than 10 years in market research, specializing in brands and communication. Today he is a sought-after expert for marketing and sales topics within the retail and wholesale sector. IFH’s team of retail, wholesale and analytical experts he serves companies, associations and service providers in the fields of comprehending market trends, understanding customer behavior as well as creating sales and expansion related strategies.
A clear picture and understanding of:
Within the workshop Boris Hedde will provide market insights on international DIY and home improvement markets. Based on the expansion database of IFH he will outline market trends, differences and chances with regards to assortment, market volumes and distribution channels in Europe.