Category Management

Cooperation creates added value. This is the basic idea behind category management (CM). Retailers and manufacturers pool their knowledge to strategically develop categories. The focus is on the needs and expectations of shoppers and consumers in brick-and-mortar retail, as satisfied customers lead to benefit for all parties involved. The basis for successful CM is the standardised 8-step CM process. Hand in hand, in eight consecutive steps, retailer and manufacturer identify category specific value potential, develop appropriate measures and implement them in store. Whether fast-moving consumer goods or non-food: the 8-step CM process enables retailers and manufacturers across all sectors and distribution channels to proceed in a unique, targeted and efficient manner. This textbook explains the CM concept from the ground up for beginners as well as for advanced practitioners with valuable suggestions for practical implementation. A process that has been successfully established worldwide for decades - rethought and updated. Based on the expertise of retail, industry and GS1 Germany, representing ECR Germany, the neutral competence and service centre for optimising cross-company business processes along the value chain.