ASEAN KEY DESTINATIONS
Soaring sales of mobile devices pave way for shopper mobility insights by GfK
6 February 2013, Kuala Lumpur – Smart device penetration is booming in Southeast Asia, especially in the six key markets tracked by GfK—Singapore, Malaysia, Indonesia, Thailand, Vietnam and Philippines. According to latest GfK report, sales volume of tablets doubled across the region in 2012, while demand for smartphones continued to grow, surging by 50 percent in volume over 2011.
GfK is leveraging on this exponential growth in smart devices to develop a new service, Location Insights, which aggregates data from mobile networks and devices to enable retailers to gather powerful information, allowing them to better understand the movements and demographics of crowds around and in specific areas.
“Today's retailers face unprecedented competition to serve customer needs in more dynamic ways," said Stanley Kee, Managing Director of GfK in Southeast Asia. "By focusing on traffic patterns, and not people, our solution provides retailers with unprecedented insights based on crowd movement statistics."
Kee shared information on this new service at the recent Market Research Mobile World Asia Pacific conference held at Hotel Maya in Kuala Lumpur on 30 – 31 January.
GfK’s Location Insights service reveals where crowds cluster, as well as crowd movements before and after leaving specific stores, restaurants, entertainment venues, or other geographic areas. By combining this information with socio-demographic profiles of the respective region, Location Insights allows retailers to understand customers like never before. GfK processes de-identified, aggregated cellphone tower data without handling any personally identifiable information.
“This uniquely powerful information will support timely, fact-based decision making for retailers as they seek to optimize store location, advertising, and marketing choices. Moreover, it will provide a deeper understanding of outlet performance and competitive store traffic,” concluded Kee.
The GfK Group
GfK is one of the world’s largest research companies, with more than 11,500 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the most intelligent methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.
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