21 Category Management Tools
No Category Manager
Should Be Without
The top 1% of Category Managers
know what their promotional plan
costs and what it makes.
Know your Annual Promotional Plan’s ROI.
Category Managers need to be trusted. Know
the trust equation.
Recommendations to Landing is
27% as an industry average.
What percentage of recommendations do you
Great Category Managers don’t
need to dazzle people with ‘AWP’,
‘Retailer Switching’, or ‘Shopper
They share insights that people understand
because they want to make a difference. E.g.
‘More of your customers are buying more often,
but less on each shopping trip.’
Fair share gap is a figure Category
Managers know at category and
sub category level.
Plus, how to close the gap.
Many Category Managers are on the
‘Powerpoint Treadmill’. Get off it with this
‘Make your range work harder’.
Instead: ‘Replace sku x with sku y because it is
worth £1.2m this financial year’.
Don’t replicate data,
‘8% reduction in the number of shoppers buying
in August’, becomes ‘£0.8m reduction in August
due to shoppers buying a half price offer in Aldi
Use the template above to make
Data Insight Recommendation
Shopper Research always
concludes with the same things;
Need more communication, more
promotions, and more range.
Use this template to get a better ROI on
your shopper research budget:
Do you have a clear
shopper profile that the wider
Showing the different types of category
shoppers, or even just ‘high, medium and low
shoppers’. Their frequency, trip spend, barriers
to purchase, motivations, etc.
Find out your skill level for
Category Management using the
Category Management Scorecard.
Research the ‘jam choice’ story to
understand about range versus choice.
If you asked shoppers to group
your category products, how likely
are they to group those products
as they are grouped on the shelf?
Customer segmentation on shelf needs to mirror
how customers would group products.
A term used in the produce industry for
‘apples and pears’. Talk in shopper language
all the time.
Use the ‘PRO’ tool when you cannot
accurately demonstrate the ‘size of the
Try Powtoon or Prezi.
Fill-up your products in-
store because you’ll learn a lot.
It is often said that the last 100 yards are the
toughest in retail.
Create a category
Publish every 2 weeks showing key
category targets for market share,
penetration, and frequency.
Know why this is wrong. Every image in your
presentation needs to add value. This video
will explain why:
This is an Apple
Great Category Manager’s CV:
Identified 67 opportunities last year
Opportunities worth over £45.2m
Landed 42% of the opportunities
Learn to be a
Great Category Manager!
Click here -