The concept of Category Management has enormous potential and has been widely adopted by consumers, distributors and suppliers.
However, why has not lived up to its full potential?Major restrictors have been the lack of consumer focus, insufficient understanding of the category fundamentals, inflexible processes and inadequate information infrastructure.
There is therefore a need to re-establish its implementation through new technology, improved business process and integration with Customer Management.Next Generation Category Management: new strategies to optimise your customer focus is a comprehensive guide to the future of this key strategic issue.
The report reviews the current limitations within Category Management and highlights strategies to overcome them to achieve full potential benefits.
In addition, the report demonstrates how to integrate customer loyalty programs within your existing plans and how to develop the neccessary IT strategy to support Category Management iniatives.SOME KEY FINDINGS FROM THE REPORT1.
The 20 top retailers worldwide have all implemented the concept of Category Management, but have found it difficult to execute and improve practise to obtain a competitive advantage.2.
Flexible business processes, according to differences in the competitive situation and organisational capabilities, are essential to maximise benefits in Category Management.3.
The information systems infrastructure is insufficient to practice Category Management.
Data warehouse systems that link the supply chain from manufacturers to retailers need to be established.4.
An understanding of cost, consumer, competition and category is the key to success in Category Management.5.
Retailers need to integrate their Customer Management with Category Management programs.
This can only be done through the use of frequent shopper data to assign category roles and the integration of the business process.