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...]
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...]
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...]
How to create great planograms
Step 1. Understanding shoppers and their needs There are many retail formats all with different needs (even from the same category!), take for example the difference between convenience and supermarket shoppers, while supermarkets tend to attract planned purchases where shoppers generally spend more time choosing products (hence price and range is important), the convenience shopper won't … [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...]
Should Manufacturers and Suppliers be more focused on Convenience?
Convenience in Ireland has always been popular with Irish consumers, maybe it’s due to our past and the link with the ‘corner shop’ or maybe it’s due to the vast array of very well developed convenience formats in Ireland, either way its here to stay and back in growth. As with other channels the big players are getting bigger and expanding (Leading operators like Centra and Spar continue to add … [Read more...]
What are the barriers of implementing Cat Man?
Why should you implement Cat Man into your business ? Cat Man is ideally suited to maximising sales and profitability for both retailer & supplier while ensuring the customer/shopper has a better shopping experience. This can be achieved by following the Category Management process i.e. the 8 step process It's main purpose is to satisfy more shoppers at the point of purchase this results … [Read more...]
What do Category Captains do for retailers?
Where would retailers be without their category captain? depending on who you speak to, the answers would be "couldn't cope without them" to "don't need them, waste of time." 'The category captain will be expected to have the closest and most regular contact with the retailer and will also be expected to invest time, effort, and often financial assets into the strategic development of the … [Read more...]