GfK and Eyeota consumer purchasing-power retail data available to advertisers across Europe

Niko Waesche

Niko Waesche

Nuremberg, May 09, 2017 – GfK is making data on consumer purchasing power available across Europe via the Eyeota Data Marketplace, it announced today.

GfK and Eyeota, who formed a partnership last year, have extended their European Purchasing Power portfolio of data segments to cover specific retail categories in more detail, enabling even better online targeting according to consumer’s offline purchase behavior.

These data segments are standardized across multiple Europe markets. For example, retailers and brands selling food, household products and health products will be interested in this capability to bridge offline behavior with online targeting. According to GfK’s global FutureBuy study*, 54 percent of consumers purchase exclusively in store, but this rises sharply for sectors such as packaged food and beverages (75 percent), OTC healthcare (76 percent) and household washing and cleaning products (76 percent).

Niko Waesche [pictured], Head of Customer and Audience Activation at GfK, said, “Remember: Not all products are purchased online, so our data, which assesses how people spend in offline retail channels, is incredibly valuable for advertisers. GfK Purchasing Power is the most the accurate way to engage audiences with high, medium and low purchasing power and helps advertisers to segment campaigns to specific audiences. For example, using our suite of segments, a retailer can accurately target premium, value and economy food shoppers." More...