Digital Convergence
A New Approach Using Retail Audit Data
Claude FlochGfK Marketing Services, France
INTRODUCTION
In the 1980s a consumer was buying a single lens reflex camera in order to take quality pictures.
At this time, a retail panel was answering to several questions like:
How many SLRs were sold this year in Great Britain?
Which retail channel sells the most during the September – October sales period?
What are the best selling models above the price of £250?
What is Canon's share within the SLR segment?
In front of the offered product today, the same consumer will have...