Company Profile

About Bormann & Gordon

At the point of sale since 1972. Up-to-date methods and know-how and an excellent network on the retail and industry side form the basis for our proven project success.

Our approach

We provide comprehensive advice to industry and retail on all matters relating to the POS and shoppers.

Around 100 freelancers across Germany who work for B&G directly at the POS support our experienced and dedicated core team in Bad Homburg. Our specialist POS know-how extends from the retail food sector to pharmacies and convenience stores and our acknowledged quality and objectivity ensure results that are highly accepted by retail and industry alike.

Shopper Insights

We generate shopper insights to identify opportunities regarding the “shopper at the POS”.
Controlled Store Tests

We quantify how sales are impacted by changes to a product, placement or promotion in the real-life context of controlled store tests.
Optimization

We show how to improve POS implementation by conducting professional surveys.
Maximize Potential

We optimize all the P´s: Product, Placement, Promotion and Price.

Bormann & Gordon in numbers

1972: founded
13: core team in Bad Homburg
54: active clients
30,000: store visits per year
approx.100: freelancers in the field
>30,000: reachable stores

Since 2024

Part of the essentiq group

Since 2024 Bormann & Gordon has been part of the essentiq group. This means our work at the shelf is backed by the full spectrum of market research, from shopper surveys at the POS to brand and pricing strategy. More than two million interviews a year, more than 45 countries, locations in Mannheim, Bielefeld and Bad Homburg. The group is certified to ISO 9001, DIN ISO 20252 and ISO/IEC 27001.

Market and target group

Who buys your category and why? Shopper segments, needs and decision drivers.
Product, innovation and price

Recipe, pack, price: conjoint, product and pack tests, willingness to pay before launch.
Brand and communication

Measuring brand strength and advertising impact: brand tracking, copy and ad tests.
CX and loyalty

Systematically measuring and managing the satisfaction and loyalty of shoppers and retail partners.
AI-supported analysis

POS data, studies and reports turned into finished analyses in minutes.
Consulting and strategy

From insights to decisions: data-based category, portfolio and go-to-market strategy.