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Category Management Tools


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From '21 Category Management Tools - No Category Manager Should Be Without'

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Category Management Tools

  1. 1. 21 Category Management Tools No Category Manager Should Be Without
  2. 2. The top 1% of Category Managers know what their promotional plan costs and what it makes. Know your Annual Promotional Plan’s ROI.
  3. 3. Category Managers need to be trusted. Know the trust equation.
  4. 4. Recommendations to Landing is 27% as an industry average. What percentage of recommendations do you land?
  5. 5. Great Category Managers don’t need to dazzle people with ‘AWP’, ‘Retailer Switching’, or ‘Shopper Penetration’. 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.’
  6. 6. Fair share gap is a figure Category Managers know at category and sub category level. Plus, how to close the gap.
  7. 7. Many Category Managers are on the ‘Powerpoint Treadmill’. Get off it with this template:
  8. 8. Recommendations aren’t ‘Make your range work harder’. Instead: ‘Replace sku x with sku y because it is worth £1.2m this financial year’.
  9. 9. Don’t replicate data, share insights. ‘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 instead.’
  10. 10. Use the template above to make recommendations. Data Insight Recommendation
  11. 11. 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:
  12. 12. Do you have a clear shopper profile that the wider business understands? Showing the different types of category shoppers, or even just ‘high, medium and low shoppers’. Their frequency, trip spend, barriers to purchase, motivations, etc.
  13. 13. Find out your skill level for Category Management using the Category Management Scorecard. http://categorymanagement.subscribemenow.c om
  14. 14. Research the ‘jam choice’ story to understand about range versus choice.
  15. 15. 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.
  16. 16. ‘Top Fruit’ A term used in the produce industry for ‘apples and pears’. Talk in shopper language all the time.
  17. 17. Pessimistic £0.7m Realistic £1.2m Optimistic £2.4m Use the ‘PRO’ tool when you cannot accurately demonstrate the ‘size of the prize’.
  18. 18. Ditch Powerpoint. Try Powtoon or Prezi. ‘Nuff said’.
  19. 19. 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.
  20. 20. Create a category dashboard. Publish every 2 weeks showing key category targets for market share, penetration, and frequency.
  21. 21. Know why this is wrong. Every image in your presentation needs to add value. This video will explain why: This is an Apple
  22. 22. Great Category Manager’s CV: Identified 67 opportunities last year Opportunities worth over £45.2m Landed 42% of the opportunities Hire me.
  23. 23. Learn to be a Great Category Manager! Click here - g-courses/category-management-training- course-outline/