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Category Management

Category Development:
Delivering Growth Opportunities

Category Management

Our approach...

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 Development

Optimising category performance...

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.
Category Enable


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).


Category Management
Our portfolio - Project Management
Range Reviews
Our portfolio - Interim Resources
Delivering Category Vision
Our portfolio - Commercial Capabilities


May 31, 2018

The importance of Category Management.

Back to our series on ‘Back to Basics’, let’s look at why category management became such an important discipline. As retailer power increased due to the consolidation of outlets, shopper’s loyalty became even more important. Customers developed loyalty programmes as a way of encouraging loyalty and they looked to suppliers to develop thought leadership, (as […]

May 11, 2018

Defining Outcomes

Over the last few years due to market pressures /changes, CPG organisations have concentrated on making incremental gains (if they have been lucky), rather than driving for growth. They have been concentrated on short-term issues and delivering outputs that help today. We would like to challenge the way you think about your business. We would […]

February 23, 2018

Who is a Category Captain

In this article we look at the 10 attributes need to become a category captain. Are you a good listener? Is your leadership team asking you to become a Category Captain? Is your customer offering you ‘category captaincy’? Let’s see what you have to do to become a Category Captain. What does a great Category […]