Sales insight launched for builders' merchants

Published:  19 December, 2014

GfK has launched the first robust sales tracking insights for the builders' merchant sector.

With the assistance of the Builders Merchants Federation (BMF), GfK has developed a panel of national, multi-regional and regional builders' merchants covering over 80% of the market.

Over the last few months, panel members have been contributing their monthly sales data, which enables GfK to provide accurate and continuous sales tracking across a wide range of product categories from bricks, blocks and timber through to lightside decorative products.

Ricky Coombes, GfK channel account manager (builders' merchants and personal protective equipment) said: "It is almost 10 years since GfK began to explore the possibility of tracking channel and category sales performance with builders' merchants. But it is only in the last two years that we have been able to move the project forward, with the BMF making key introductions to the numbers of merchants required to form a robust panel.

"The initial feedback from panel members on our first market and category insights is extremely positive, with some calling it 'game-changing' and even 'a leap forward for the industry'. We look forward to providing these brand new sector insights to all who want to understand overall channel, category or brand performance. We are also keen to encourage more merchants to join the panel and add to the volume of data tracked and analysed."

Commenting on GfK's sales tracking insights, BMF managing director John Newcomb said: "The importance of accurate data to both merchants and their suppliers cannot be underestimated. Until now business decisions have been made based on industry experience and gut-feel, in future all decision-making can be based on valid market insights.

"Working in association, GfK through the support of the BMF is now in a position to bring this information to those operating in the building materials supply chain. While GfK will be controlling the release of the detailed category information, we have arranged for top line information on the size and structure of the market by each of the core categories to be made available exclusively to BMF members on a quarterly basis."


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