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Identify the main levers to unlock the value potential for your category
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 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.
What are the major reasons why shoppers buy a category in a certain store?
How do retailers perform in category dimensions compared to their competitors?
Knowledge advantage in your category, based on data that convince retailers: Get comprehensive insights based on valid data by combining a measured purchase fact (e.g. loyalty) with Why2Buy results that explain the “why” in the category management process.
The real shopping behavior of our panelists within the category is combined with their evaluation of the retailer. This result shows the fundamental importance of loyalty rather than the perceived importance of a dimension by shoppers.
All different aspects of assortment, placement, price and promotion among others, are examined – especially those which can be actively influenced by the retailer/manufacturer.
The result is a comprehensive picture of the main drivers of VPE – with up to 35 specific action points.
Drivers of loyalty/VPE differ by retailer: Why a shopper buys category A at retailer A will differ from the reason they buy at retailer B. You will get retailer specific consulting approaches.
The Why2Buy questionnaire in the Consumer Panel examines dealer performance on various category dimensions and our unique analytical approach identifies which dimension drives retailer loyalty based on measured purchase behavior: