Category management and
shopper marketing

 

Personal development

Ask the Trainer: what questions to expect in a range review

 

Brexit implications for category management

What’s next for category management and shopper marketing?

The basics of category management

Five skills you need to succeed in 2018

60 second learning: brand marketing


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Learn more about category management and how it can support your role. Watch the webinar recording and Q&A videos below to understand: What category management is  The key objectives of category management and how it drives growth  Areas of influence for category managers and how challenges are overcome  The benefits of incorporating category management  How to build collabora...
Have you ever poured your blood, sweat and tears into your category vision only to find it fails to gain traction with your customers? Here are a few things to consider before taking your vision external: 1. Consider complexity and prioritise Initiatives that have the largest potential usually require retailer support, with change to in-store environments. Be realistic on timi...
One of the major themes of the IGD Category Management and Shopper Marketing Summit 2018 was how traditional markets are fragmenting. Markets that once appeared homogenous have split into new segments with their own distinct needs, requirements, and preferences. Retailers and suppliers need to respond to the new opportunities and pressures that this creates.  Ray Leung, IGD’s Category Capabi...
Online retail is the fastest growing grocery channel. To make the most of it, retailers and suppliers need to draw on old capabilities and develop a range of new ones. Why focus attention on online grocery retail In 2017 the online channel was worth £10.4bn, but it’s projected to grow 18% year on year over the coming five years. Current IGD estimates predict the grocery market will be wor...
  Our research teams have identified the major trends shaping the future of the grocery industry. Mastering the skills below will help you take advantage of those trends in 2018 and beyond. Explore each of the skills further via the related articles listed on this page. DOWNLOAD INFOGRAPHIC AS PDF DOWNLOAD INFOGRAPHIC AS PDF PERSONAL DEVELOPMENT ...
The 2017 IGD Category Management and Shopper Marketing Survey revealed how much the discipline has changed since we ran the first survey in 1999. One of the biggest changes has been the growth in dedicated category management teams . In the first survey only 17% of companies had a dedicated team, today it’s 63%. Over the same period the number of marketing and sales teams responsibl...
Where do you need to focus your efforts to deliver best practice in category management. DOWNLOAD PDF HERE CATEGORY MANAGEMENT FOR REGULAR UPDATES SIGN UP Training events Improve your professional and transferable skills.   Find out more
What does it take to be a great category manager? We've highlighted the core skills for category management. Do you have them all? DOWNLOAD PDF HERE CATEGORY MANAGEMENT FOR REGULAR UPDATES SIGN UP Training events Improve your professional and transferable skills.   Find out more
As category managers, how many times have you found yourself in this situation? It’s late summer and over half the company has been whisked away to some lovely hotel venue just off the M40. It can only mean one thing - next year's brand plans! Cue expensive agency show reels. Cue charts with the headline “Best consumer top-box scores agency X has ever recorded”. Cue endless mentions of ‘g...
From the point of view of category managers specifically, BREXIT and the election aftermath raise a number of business questions: Household prosperity Pricing and availability of goods Labour costs Household prosperity Category management begins and ends with the shopper. Shopper behaviour is influenced by many factors, but real personal prosperity and future expectations we...