"Roles that are inter-dependent should be in the same organization. Shopper insights, shopper marketing and category management are inter-dependent in creating the necessary output for the ultimate client (the retailer), the category platform." (Quoted from CatMan 2.0™) As we have been “preaching” to our students for a few years now, the Shopper can’t be kept separate from the category management process – it needs to be integrated into all steps of the process! In this course, participants learn more about this important change to category management, and how to incorporate the Shopper into their category management foundations.
