Numerator Expands to Europe with German Launch

Kantar consumer data subsidiary Numerator, into which the group is merging its Worldpanel division, is to launch its consumer rewards app Receipt Hog in Germany, marking its first foray into Europe.

Kantar announced in January that Numerator - which it acquired in 2021 for $1.5bn, would merge shortly under the Numerator name and the leadership of CEO Eric Belcher. The combined company, which will service the majority of the top 100 global FMCG manufacturers and retailers, will be headquartered in Chicago and have around 5,800 employees worldwide.

Receipt Hog is a gamified mobile app that rewards consumers for sharing their purchase receipts. From May, users in Germany will be able to upload photos of their receipts, connecting their email accounts or linking loyalty programs in exchange for rewards - they can also participate in surveys within the app, which promises high standards of data privacy. Numerator intends to scale its German user base quickly, to reach around 25,000 survey panelists by the second half of this year.

'Numerator's expansion into Germany represents a significant milestone in our mission to redefine consumer intelligence on a global scale' says Belcher (pictured). 'As Europe's largest economy, Germany represents a critical market - yet market research here has been slow to evolve. At a time when consumer behavior is rapidly shifting, from the accelerated adoption of e-commerce to a growing preference for private label brands, we are introducing technology-driven solutions to help brands and retailers understand the modern German consumer'.

Belcher says the app's launch will be followed rapidly by Numerator offering its survey platform to clients in the country, 'allowing brands to connect with real, verified buyers in ways that were previously impossible'.

Web site: www.numerator.com/germany-en .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.