GfK’s retail clients will now be able to apply total market insights from its consumer panels to impact purchasing decisions with customised promotions.

GfK global retail director, Dr. Marc Knuff, said: “This AI-based platform, targeted at retailers with loyalty cards, will learn from historical transactions, shopping trips updated on a continual basis in real time and customer metadata to offer personalised promotions.” 

In addition, SO1 and GfK have developed targeting formats to improve GfK’s loyalty card portfolio. ATTRIBUTION + is a jointly-developed GfK platform that allows retailers to complete and enrich loyalty card data with consumer panels data. It can add missing household information such as age, gender and household income, calculated from the panel sample. 

SO1 CEO, Raimund Bau, added: “Aside from our existing product portfolio, that optimises and individualises promotions for financial impact, we will also train the SO1 engine to transfer knowledge from the household panel data directly to individual CRM data. Retailers can then understand if a consumer also shops at their main competitor to then target them with the impulse to move that shopping trip to them.”

SO1 and GfK are in advanced discussions with leading grocers in Germany and across Europe to introduce the joint offering.