Category Management

effective category management

Effective category management: Can it save on advertising costs?

  We recently asked our Skill UP! Master Black Belt, Bob Wong to explain whether effective category management can help save on advertising costs. His answer was a resounding “Yes!” and this is why. “The key to category growth is understanding points of shopper influence along the path-to-purchase in this omnichannel world.  This understanding helps…

Category Management, Learning Evolution

4 Weeks To Better Category Management

The CPG industry is changing. There is a demand for transparency, coupled with the digital age and consumers who are hungry for knowledge about what they are consuming. This means that those in Category Management need to up their game! In fact, Nielsen forecasts that grocery, drug, and mass merchandise CPG retail will decline 1%…

Transparency Is The Key To Shopper Trust, Learning Evolution Accredited Category Management Training

Transparency Is The Key To Shopper Trust

  Close to 90% of shoppers will trust a brand or retailer who provides complete and easy-to-understand definitions for all ingredients. Category Management Association’s Emeritus Gordon Wade points out this key statistic from “The Transparency Imperative”(Food Marketing Institute & Label Insight) in his latest whitepaper “CatMan + Transparency” also published in partnership with Label Insight.…

Category management process

The 8 Step Category Management Process

The category management process typically consists of eight steps. These eight steps provide a systematic approach for you to utilize and apply to each and every product in a store. But before we talk further to this process, perhaps we should understand the function of category management. Category Management can be described as the primary…

Trends Shaking Up Category Management

3 Trends Shaking Up Category Management

Effective, strategic category management is vital! Category management is essentially the primary platform from which CPG brand owners interact with retailers. It provides the language, process framework and the metrics. All these elements help to communicate the strategic and tactical recommendations to the retailer. However, there are some trends that brand owners need to heed.…