logo
EN

GfK Category Purchase Tree

Optimize category management. Identify the potential of category clusters to focus your activities

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. You can 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”?

Through the power of GfK’s Consumer Panel, clusters of buyers can be analyzed by a range of KPI’s including penetration, frequency, intensity, value, volume and share. We identify which target groups buy which products and in which segments so you can sharpen your targeting. With such accurate consumer profiles, you can evaluate each segment by turnover and profitability potential, so you can direct your sales and marketing activities with precision.

Additional resources to consider

https://insights.gfk.com/gfk-webinar-category-purchase-tree-26062019-download-here

Related Products

  • GfK Out-of-Home Panel

    Winning with Out-of-Home: comprehensive insights on structures and dynamics of the OOH market. Tracking of consumers spend on food and beverages tracked via mobile app. All channels. Transparent consumers. New answers.

    Read more
  • GfK Point of Sales Tracking

    Product tracking comparison tool measuring market share and brand performance. Data from both retailer and reseller. Regular POS insights across all relevant channels.

    Read more
  • GfK Shopper Behavior

    Support your marketing decisions with comprehensive data and analysis of buyer behavior at all stages of the purchase journey and product lifecycle.

    Read more
  • GfK Key Account Data

    Based on named retailer data, KAD is invaluable in defining successful Category Management & optimizing Supply Chain Strategy. KAD is a common information currency for Retailers & Industry.

    Read more

Related Insights

  • 23.09.2020

    Reports

    Know how sustainability concerns impact shopping behavior

    Learn how values and shopping behavior are changing based on environmental concerns so you can take action in our Who Cares? Who Does? Report.

  • 18.09.2020

    White papers

    Fit for tomorrow: Analyzing locations

    Download our white paper "Fit for tomorrow: Analyzing locations in the fitness industry with RegioGraph LocationAdvice" for free.

  • 15.09.2020

    News

    Map of the Month: Online & brick-and-mortar purchasing power for ...

    GfK’s Map of the Month for September illustrates the 2020 regional distribution of purchasing power for furnishings via online and brick-and-mortar ...

View all Insights