Realizing the value potential of FMCG categories is critical for retailers to grow their business and for manufacturers to pursue the right category management and Point of Sales (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 drive success.
Now, during these disrupted times which have significantly changed needs and shopping behaviors, it is more important than ever to examine whether the existing category knowledge is still valid.
With CPS GfK‘s Category Purchase Drivers (CPD), you will identify the main levers of value potential exploitation for your category and know which actions to prioritize, and quantify how much value can be generated by improving specific elements.
Get a better understanding of your categories
What are the major reasons why shoppers buy a category in a certain store?
How can differences in the loyalty / value potential exploitation of retailer A vs. retailer B be explained?
Which category dimensions do manufacturers and retailers need to improve in order to increase loyalty?
Valid and precise
Comprehensive and actionable
Retailer comparison
Retailer specific
Core Output
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Retailer Performance Ranking
Retailers are ranked regarding their performance concerning each dimension and their aggregated performance for the 4PsR -
Relevance of the 4Ps
For each retailer, relevance to loyalty is contrasted by the 4Ps and compared to other retailers -
Effective levers
Comparison of category dimensions per retailer in a relevance-performance map which outlines the dimensions that present the most powerful drivers of loyalty -
Quantification of the potential
The lever effect is shown per retailer for each dimension, quantifying how much value can be generated by improving specific elements