What does a category manager do? A question no doubt many companies have asked when trying to justify a budget to hire one... Simply put the category manager is ultimately responsible for what the shopper sees at the fixture and I’m not just talking about the planogram (shelf layout) its everything that the shoppers sees at the fixture and even some of the things on the way to the fixture. … [Read more...]
Now there’s a better way to manage your Category Projects
Category Management Projects In a typical Category Management (CatMan) project, there are strategic, tactical, and operational steps, after each step is reviewed and approved, implementation is agreed (usually consisting of a new planogram and/or a revised range of products with the category in question). Within each of these steps there are micro steps that need to be completed to achieve the … [Read more...]
Is it time to get back on track post lockdown with Category Management?
Post Lockdown COVID-19 has had a huge effect on the retail industry forcing many retailers off-road, but now is the time to revisit your categories and ensure you are maximising your range and space! New ways of doing business To say it’s been a rough ride in recent times is something of an understatement. Retailers across the country have poured blood, sweat and tears into keeping shelves full … [Read more...]
Retail in Pharmacy
The Consumer Decision Tree
The Consumer Decision Tree explained Also called product hierarchies, consumer decision trees are graphical records which assist manufacturers and retailers to understand consumer buying habits and the decision-making processes followed by individuals while shopping a category Think about how you make a decision to buy a product, it will be driven by a need or want in most cases, yes all those … [Read more...]
Is Category Management still relevant?
Traditional category management is now an old concept in today’s very competitive market. Retailers need a new solution to enable the level of differentiation necessary to attract new shoppers and indeed keep their existing shoppers with an ever-growing number of competitors entering the market while ensuring they continue to meet the ever changing demands of today’s consumers. Retailers need to … [Read more...]
What makes a great store layout?
What's truly happening in retail shopping aisles? There have been many studies conducted on consumer behaviour particularly when it comes to what motivates shoppers or consumers to buy into a particular brand or why they choose a particular retail format or store, but what motivates customers while they are in-store? After spending many years working for a number of different retailers from … [Read more...]
Category Management for Dummies
We often get asked to explain how category management works and why is it so complicated and drawn out, but in fact it doesn't need to be and when you understand what the key elements are, it's actually not that complicated at all! So how does category management differ from any other business process? Well in most cases it doesn't, that is, if your objective is to drive sales and you include a … [Read more...]
What is Category Management in CPG?
Category Management is the primary platform from which CPG (Consumer Packaged Goods) brand owners interact with retailers. Category Management provides the language, process framework, and metrics for communicating all strategic and tactical recommendations to the retailer. Where did it start? Back in the early 90’s a process was developed to help retailers and suppliers manage the category … [Read more...]
Fast Track Category Management
Many people have asked "how do we speed up the Category Management process to take advantage of any quick wins or low hanging fruit?". Ideally you shouldn't shorten the process as it takes into account all the valid steps needed to properly analyse the situation and put a solid strategy in place to achieve your goals but when you break down the individual components of Category Management you will … [Read more...]