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CPS GfK Category Purchase Drivers

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 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

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.

Core Output

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:
  • Retailer Performance Ranking

    Retailers are ranked regarding their performance concerning each dimension and their aggregated performance for the 4PsR
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  • Relevance of the 4Ps

    For each retailer, relevance to loyalty is contrasted by the 4Ps and compared to other retailers
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  • 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
    CPD
  • 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
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