Category Management, Strategy and POP

The Retail Value Chain has evolved. From source of supply to the customer interface the innovation of product management and ranging has meant more and more suppliers, distributors and retailers are adopting the principles fundamental to Category Management - put another way, the ability to tell stories based on how customers shop is dictating how we range, merchandise and present our categories. All players in this value chain have a role to play and we assist in the design, development and introduction of category concepts to your business.

Shoppers demand more value for less cost - less hassle for the same cost. This cost-value continuum is best met through the process of Category Management. The process of planning, presenting and monitoring Categories can and should be explored in full and we have techniques and tools that allow individuals to fully refit their own product ranging. We run a training course in CATEGORY MANAGEMENT essential for both suppliers and retailers showing why each party has a key role to play in successful category management. This course provides the next step in competitive advantage at the Point of Purchase.

Category Management is further enhanced through a thorough understanding of shopper behaviour at the point of purchase in store. Their behaviour should determine how product, placement and visual displays interact with each other to make the most of the fleeting opportunity you have to convince the potential buyer to make the purchase in your favour. There are many influences on this decision and standard, indiscriminate plannogramming can often be too generic to make the most of these opportunities.

We have a standard process for developing Category Strategy and will use our tools and processes to assist you to build a robust, strategic category plan for your category and your business. Our Category Development Process is built around the following technique: