The 3 Essential Jigsaw Pieces of the Category Management Puzzle

The very words ‘Category Management’ split those in the retail world into 3 groups; Those that think Category Management is old hat & consider themselves as ‘moved on’, those that are fearful of terms like conversion, shopper, eater & market share, because they don’t completely understand them, and those that believe they are practicing good category management & strive to be even better, regardless of what it might be called.

Whatever group you fall into, we would all agree that there is only one true goal and that is sales & profit, which will come easier to us, if we know what our shoppers want. To this end, putting aside what we call it, we have a puzzle to put together and that is the one that shows us the shopper and there are three key pieces. These 3 pieces are essential to getting sight of our shopper, …