Category management and
shopper marketing

 

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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...
How does your category management and shopper marketing compare to your peers?  If your organisation uses the Advantage Group Survey you will likely know where your customers rank your capability against your competitors.  Whether your ranking is better or worse than expected it’s likely you won’t know what affected your ranking. You will still be asking: “What are my competitors ...
Customer demand is growing for healthier products produced as close as possible to the point of sale. To take advantage of this trend companies need to streamline supply chains, be transparent around provenance, make their products as healthy as possible and use all of this to create a compelling message for customers. 38% of shoppers surveyed claimed that when choosing food and groceries it...
Retailers need to work harder to delight their customers in-store. Those suppliers that help retailers with this process can gain greater visibility in-store. Use technology to improve the in-store experience Grocery retailers around the world are innovating with technology to make shopping easier and more engaging, for example: Coca-Cola partnered with a major American retailer t...
The demand for healthier and more niche products continues to grow. To attract attention in an increasingly competitive market companies have to place an even greater focus on shopper marketing. Before you start you need to ask yourself: How well do you know your shoppers? What sort of person shops your category? How do they shop and through which channels? In this article w...
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...
Our new category benchmark series launched on 4th September. This series of reports will identify growth opportunities for your category and your brands, and address key questions such as: 1) What role do brands play in my category? We found shoppers are more likely to be looking for brands in certain categories, such as carbonated drinks and spirits. Brand blocking will help impr...