Get to know your customer

GfK Retailer Perception Monitor

In today’s times the FMCG market is dynamically evolving. Some retailers grow organically, others focus on optimizing the range to best meet customer needs. In developed markets, the fight for every shopper continues. And it's not just the market that is changing. Customers are changing their shopping habits too. Needs are constantly evolving, both in terms of breadth and assortment quality and the shopping experience.

The year 2020 brought a new dimension to decision-making about the place of purchase, many customers broke down barriers and tried out new distribution channels. Understanding how shoppers rate their store’s performance on these evolving needs is the path to increased loyalty.

GfK Category Purchase Drivers

The exploitation of the value potential for FMCG categories is critical for retailers to grow their business and for manufacturers to pursue the right category management and POS strategy. To be attractive to shoppers, it is important to know what the drivers of the different categories are. As shopper needs and trends continue to evolve, it is important to have a sound understanding of which category dimensions determine success.

After the impactful incident of the Covid pandemic, which has significantly changed needs and shopping behaviour, it is even more important to explore whether existing category knowledge is still valid.

With the CPD, you identify the main levers of Value Potential Exploitation for your category and know which actions to prioritise.

GfK Category Purchase Tree

Your category management can only be successful if you know the structure of your categories and can identify potential and opportunity. GfK’s Category Purchase Tree identifies product affinity patterns to help you prioritize the strengths of product relationships. Understand your shoppers’ decisions by identifying the most relevant purchase criteria by product. We evaluate these criteria against key performance indicators, so you can adjust your shelf placement and assortment strategy to improve your performance. Armed with this insight, you can increase your margin and turnover in the potential segments.

Based on actual purchase data collected in GfK’s Consumer Panels daily, GfK’s Category Purchase Tree helps you answer key business questions:

• How do shoppers buy in my category?
• What purchase criteria are relevant and which are the most important?
• What product segments offer a particularly high return for my category strategy?
• Where are my brand and product “white spots”?

GfK Paint a Picture

The basis for effective targeting! Understand where your (non)buyers are headed, and how you can best meet their changing needs and demands.
Paint a Picture delivers thorough consumer profiles of your target group incl. demographics, usage & attitudes, lifestyle, values & needs, purchase behavior & preferences and optional: media usage. We help you identify what barriers exist and what could be levers.

• We bring all relevant dimensions together to an integrated 360° profile of your target group:
• We use the holistic information provided by GfK Consumer Panel (data already available) to describe the core group (e.g. heavy buyers or other focus segments).
• We filter out the distinctiveness of your focus target group and set out the strategy on how to successfully activate this consumer group .

GfK Product Edge

To keep ahead of the FMCG market, manufacturers and retailers not only have to keep up with modernization and remain an attractive brand for their customers, but also take their wishes into consideration. One should also try making the launch of new products and relaunches main events in the FMCG calendar.

But how superior are their brands, launches and relaunches for the different consumers? GfK´s Product Edge approach offers answers to all these questions.