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GfK Appoints New ANZ Managing Director After Being Dumped By Retailers

GfK has appointed Dr Morten Boyer as its new ANZ Managing Director, after ChannelNews exclusively revealed late last year that three of Australia’s biggest CE retailers dropped the German research Company from obtaining their sales data.

Catherine Eddy held the position for the last three years.

ChannelNews understands that GFK revenues have been significantly impacted after Harvey Norman and The Good Guys chose to dump GFK.

In the past questions have been raised about the accuracy of GFK CE data after JB Hi Fi the biggest seller of CE products in Australia stopped GFK collecting data seven years ago.

Now CE distributors and retailers are having to find new means of measuring sales and price points.

The Good Guys announced their withdrawal late last year, effective late March 2018.

JB Hi-Fi withdrew from GfK Australia in 2010, and by September last year Harvey Norman had also left the company’s POS tracking service.

In addition to his duties as Managing Director, Dr Boyer will reportedly also maintain responsibilities as GfK’s Head of Digital Media Management for the APAC region.

Dr Boyer commenced working at GfK in 2006 and is said to have launched many new client solutions in conjunction with the company’s POS data.

He has been credited for leading GfK’s ANZ media management entry and winning the RAM contract in Australia and New Zealand.

Dr Boyer claims his Company is evolving.

It appears Dr Boyes is already ducking the tough question as to how is GFK set to replace a major revenue shortfall and whether they see themselves as being able to deliver in the future research that will be of value to CE and appliance manufacturers

These organisations are set to hit with a double whammy, with both Harvey Norman and The Good Guys who have over 70% of the Australian appliance market refusing to supply them sales data.

What Boyer is claiming is a more “sophisticated” and automated analysis. However, he has failed to identify where the data will come from for the CE and appliance markets.

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