Category Management

Category Development:
Delivering Growth Opportunities

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.

What are some of the benefits of a category approach?

  • Increased return on activities
  • Increased conversion in store
  • Improved NPD uptake
  • Improved product mix
  • Increased sales
  • Enhanced customer relationship
  • Category growth
  • Supply chain efficiencies.

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

Category Development

  • Create Category Visions
  • Create action orientated category plans/category strategies
  • Create Point of Purchase Vision, strategies and tactics
  • Assess current capabilities and design a roadmap for future improvement
  • Create a channel based Look of Success
  • Train category based selling skills
  • Train or creating compelling retailer selling stories
  • Train Category Development skills – from basic to practitioner
  • Design your approach to Category Development, embed it and make it live
  • Support “insights creation” via shopper research/ongoing analytics
  • Train Insight Creation
  • Up-skill you team through coaching, mentoring or onsite support
  • Review organisation design and alignment
  • Review current insight provision

Category Management

  • Conduct market reviews
  • Conduct range reviews and support with planogram resource
  • Assist in annual planning
  • Create and embed a category team, recruit and put in place processes and tools
  • Embed Category Management in your organisation
  • Resource the team (via interim or search).

Articles

January 9, 2018

It’s all about people and their behaviour – A collaborative thought piece by Big River Solutions & Shoppercentric

The retail sector is undergoing a huge change, with significant implications on retailers, brands and service suppliers such as design and marketing agencies. The nature of retailing has changed, with the stellar growth in online shopping, and the opportunities that digital developments are opening up. To re-invigorate bricks & mortar stores traditional retailers are branching […]

January 6, 2018

Delivering great Category Management

A pivotal area of a business is the Category Management Team. We’ve already written an item on good range reviews and choice overload, and how optimising range is a key skill, and we suggested the steps to take to deliver a great range review. Growing the pie, not growing share, doing the right thing and […]

November 15, 2017

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 […]

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