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 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
  • GfK Why2Buy

    Custom surveys run on GfK’s Consumer Panel to understand the ‘why’ behind shoppers’ purchase behaviour. Results are calibrated to panelists’ purchase behavior.

    Read more

Related Insights

  • 16.07.2020

    News

    Geomarketing use case: Martlets

    Find out in our use case how geomarketing helped our client Martlets optimize their delivery health care services.

  • 13.07.2020

    News

    Map of the Month: FMCG share of brick-and-mortar retail turnover, ...

    GfK’s Map of the Month for July illustrates fast-moving consumer goods’ (FMCG) share of brick-and-mortar retail turnover in Europe in 2019.

  • 29.06.2020

    News

    Map of the Month: Retail share of private consumption, Europe 2019

    GfK’s Map of the Month for June illustrates the brick-and-mortar retail turnover share of private consumption in Europe in 2019.

View all Insights