Category Management

Category Management:
Delivering Growth Opportunities


White paper: The future of category management

Whilst others settle for Category Management, at Big River Solutions we drive for Category Development

Our belief is that Category Development delivers more, and has a greater effect than just taking the purely historical view produced by Category Management. We acknowledge that a review of the past has a part to play in creating a level of retrospective understanding. However, predicting and anticipating the trends that are approaching allow us to help you ensure that your category retains its relevance. Aligning expectation to market conditions, which are shaped by the customer, shopper, consumer and the environment, allows clients to identify new opportunities, including NPD, brand extension opportunities, and shopper marketing.

Category Management has a long-established reputation for optimising a category’s performance, but this is no longer enough. Category Development is an evolution that moves on from analysis of the past, to embrace the impact of future lifestyles and trends.

We have a proven track record in creating Category Development solutions that become an everyday habit, with everyone in an organisation having a part to play.

At Big River Solutions, our expertise is a result of 25 years in the field. We have developed some of the most creative and pragmatic Category Development solutions in today’s market. We have experience of being involved in all the major review processes and have done the job from the bottom up.

This is a selection of the areas we can assist you in:

  • Creating Category Visions
  • Creating action orientated category plans/category strategies
  • Creating Point of Purchase Vision, strategies and tactics
  • Assessing current capabilities and design a roadmap for future improvement
  • Conducting market reviews
  • Conducting range reviews and supporting with planogram resource
  • Creating a channel based Look of Success
  • Assist in annual planning
  • Training category based selling skills
  • Training or creating compelling retailer selling stories
  • Training Category Development skills – from basic to practitioner
  • Designing your approach to Category Development, embed it and make it live
  • Supporting “insights creation” via shopper research/ongoing analytics
  • Training Insight Creation
  • Create and embed a category team, recruit and put in place processes and tools
  • Embed Category Management in your organisation
  • Up-skill you team through coaching, mentoring or onsite support
  • Review organisation design and alignment
  • Resource the team (via interim or search)
  • Reviewing current insight provision.

Choice overload in category management, less is more.

You’ve heard the saying less is more, never has this been truer than when deciding on the size of a range and the choice available to the shopper. For most companies this is counter-intuitive, believing that a large range will mean that they will achieve more sales, but research has proven that this is not […]

Category Vision: Keeping it Relevant

How can one phrase mean so many different things to different people? What’s the phrase? Well, it is that much-bandied phrase Category Vision. Recently we were approached by a client and asked to submit a proposal for a category vision project. Our proposal confirmed that the project required a consolidation of trends from a consumer, […]

Range review: What does ‘best’ look like?

One of the simplest ways to ensure that your category is optimised, is to conduct impartial, analytical range reviews. This is the most basic of skills in category management. Here are four reasons why: Shopper satisfaction is at the heart of any retail operation The point at which this occurs is the point of purchase/consumption […]

Category Management: Is the exam question too big?

In the last decade the FMCG/CPG industry has focussed on shopper promotions at the expense of category management and category development. As we move into 2017 we will continue to see a change in the way we shop…again. We will see the consumer, the shopper, the retailer and the manufacturer trying to get to grips […]