Injecting Shopper Into Your Category Management Foundations

on Aug 30, 2016 12:06:32 PM By | Sue Nicholls, CPSA Founder & President CMKG | 0 Comments | Category Analysis
Many of us “forget” the Shopper in our category reviews, business reviews, assortment reviews, space planning, sales presentations, internal presentations …   So why should we incorporate "Shopper" into just about everything that we do?  According to the CMA’s recent “CatMan 2.0” initiative,
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Category Management Training Improves ROI on Your Data Investment

Data investments can be in the millions of dollars for organizations. ROI requires using it wisely — here’s how: If you’re like most organizations, you are purchasing more data than ever before, sometimes making decisions on what to purchase without creating necessary standards on when or how to use it to your advantage, but proudly adding it to the portfolio of data that your organization now has access to.  Are you maximizing big data? Read on to discover the 4 requirements for Retailers and Suppliers / Manufacturers to maximize data investments. 
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Where are your biggest collaborative opportunities internally? externally?

In this week’s podcast blog, the focus is Collaboration (also known as joint business planning). Today, we’ll define collaboration and why it’s so important to be successful as the future of category management unfolds. Plus, you’ll take away some key considerations to prepare for collaboration. So why does strategic collaboration in category management matter and what’s your status?
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Interpreting Index Numbers: Proceed with Caution - Category Development Index and Fair Share Index

Common (Mis)Interpretations: Category Development Index in Category Analysis There is significant emphasis on deriving effective and strategic insights in category management. With all of the incredible data sources available to both Retailers and Suppliers / Manufacturers, there are certain measures that are consistently used to derive these insights. For some of the commonly used measures, there’s also a tendency to generalize the interpretation of the numbers, or not scratch below the surface and think about what the numbers really mean. Examples? Category Development Index (CDI) and Fair Share Index (FSI) …
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Retailer Market Share as a Strategic Benchmark

When using data and analysis, the numbers on their own don’t tell the whole story. By applying thought and strategy to the interpretation of the data, you will come up with better category solutions. One of my favorite examples of this is the use of the “Retailer Market Share” number in category management. If you’ve ever heard, “You are underdeveloped in a brand, subcategory or category, and you need to fix this!”, then read on …
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The Future of Category Management (Part 2): Shopper & Omni Channel

My last podcast/blog identified areas in category management that need to change, driven by developing trends in the retail industry, the Shopper, their path to purchase, and more complex data and technology. This week I talk more about how Shopper influence and the Omni-Channel are changing, and the implications that each has on category management.
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What’s in a Best-In-Class Category Review?

Category Reviews are an important output from category management teams. They are developed for different purposes, including both internal and external requests, and usually require pulling in data from multiple data sources. As data becomes more robust and complex and as the Shopper comes to the forefront, Category Reviews need to evolve to reflect these changes, but the truth is, they often don’t. 
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The Future of Category Management: Why Things Need to Change

Consolidation is happening everywhere. Global Retailers are expanding. Drug stores are selling fresh food. Food stores and convenience stores are selling prepared meals. And Retailers and Suppliers / Manufacturers are selling in the omni channel.   So what’s the Future of Category Management? What needs to change?
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Category Management Certification: 5 Questions to Ask Before Starting

Are you thinking about Category Management Certification? Category Management certification has been around for about 7 years now, with professional standards, certification levels and requirements developed by the Category Management Association. Many retail and vendor/manufacturer organizations, solution providers and individuals have supported and invested in certification since Donna Frazier (the founder of the CMA) started with a vision many years ago. So how do you decide whether certification is right for you? Use these 5 questions …
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Top 10 Ways to Use Category Management in Retail (Small- to Mid-Size)

For the past 4 weeks I’ve been blogging and getting feedback from Small- to Mid-Sized Retailers on overall retail strategy and category management practices and approaches. I originally broached this subject based on a theory I had developed through one-on-one client training, professional speaking engagements, and larger discussions via social media. But being a data-driven person, I wanted to test my theory about this specific group of Retailers so I developed a series of anonymous, online surveys to collect more insight. Of note, the surveys were primarily filled out by Small- to Mid-Sized Retailers (<1000 stores) and we removed the large Retailers from the survey results for more specific results. Here they are:
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