Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.
Understand the challenges retail and brand insight teams face when looking for shopping insights to support their internal clients in category, trade or marketing teams.
In a new book The grocers: the rise and rise of the super-market chains the authors Andrew Seth and Geoffrey Randall report an estimated 3% of an average adult life will be spent in a supermarket. "The store themselves partly reflect, and patently drive, significant shift in social patterns- the irresistible growth of self-service, new global foods availability and sourcing; new feature, storage and display techniques; car-borne shopping; out of town centres and the decline of urban as well as rural high streets". This dynamic sector accounts for 4% of total research spending.
Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing strategy is in place for the category. Purchase marketing is essentially using the store as a marketing medium via tools such as position on shelf pricing communications and in-store promotions. The relationship between suppliers and retailers is changing steadily on a global scale: the shift towards a mutually beneficial approach to the supply and presentation of products is gaining momentum. This paper documents the various approaches to category management research and illustrates the applications via case material from both a retailer and a manufacturer perspective. The paper looks at how manufacturers are testing hypotheses generated by these studies using new virtual reality systems.
This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided. Customer focus is far from being a matter of course in practice. Efficient consumer response (ECR) is the key to success in retailing. A case study utilizing Tengelmann focusing on shopper patterns based on household panel data in Germany is provided.
This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi- country basis. The paper develops a retail structure model for a number of national markets. Having looked at the structures, the paper then examines what can be learnt from cross-border comparisons of customer habits and retail preferences for advancing retail range development. The toiletries sector examined here is ideal for this analysis with many international brands sold through a diversity of retail formats across Europe.
As we know, all that has changed and we now have a very cautious, discerning and rational shopper. The push economy has finally become the pull economy. Just as marketing has become a business term, category management is becoming the business term of the next millennium. As a consequence, researchers need to be aware of the different research methods used and the importance of research in the category management process. This paper describes the approach adopted by Van den Bergh Foods in using research in their category management process.
This paper describes how consumer panels in Great Britain have been developed in recent years to provide a wide range of services that are of specific relevance to grocery retailers. The paper will go on to describe in more detail three new services that further enhance the retailers understanding of their consumers buying behaviour. The first of these looks at catchment areas, or the distance that consumers travel to their chosen retailer and the ways that this affects their purchasing. The second analyses the classification of a retailers stores into clusters and examines the ways that these can then be employed to maximise their sales with particular reference to Category Management. The third segments consumers by the ways in which they shop and using this to identify areas of strength and weakness.
Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help identify target consumers for their category, understand these consumers needs, and develop strategies to drive the category. Drawing on information from interviews with key players engaged in Category Management, this paper identifies the issues and information requirements relating to the partnership. It then goes on to illustrate two research techniques used by manufacturers to support Category Management and facilitate a profitable business partnership with the retailer.