Category Management. Best Practices That Inspire
Category Management. Best Practices That Inspire 🛒📊
Category Management is not only about planograms, assortment and shelf space.
At its best, it is about understanding how shoppers make decisions, where they get stuck, what helps them navigate the category — and how retailers and suppliers can turn those insights into better execution and category growth.
On 31 October, SEE Community together with Oleg Kozlov will explore Category Management practices and real examples that can inspire new ideas across very different categories.
We will look at:
📊 Purchase Cycles
How purchase frequency differs across FMCG and durable categories — and why understanding the cycle can help define the right communication, activation and shopper touchpoints.
🛒 The 4-Step Shopper Journey
How shoppers move from identifying a need and finding the category to comparing alternatives and finally selecting a SKU — and where CatMan can make this journey easier.
🌳 Shopper Decision Trees
How understanding the real hierarchy of shopper decisions can influence segmentation, assortment, navigation, shelf layout and communication.
💡 In-Store Demo & Experience Zones
When giving shoppers an opportunity to see, touch or test a product can reduce uncertainty, increase engagement and improve conversion.
🛍️ Basket Building & Upselling
How usage occasions, complementary products and smart category segmentation can help increase basket size — without simply adding more promotions.
💎 Making Premium Easier to Understand
How to explain the difference between good, better and best so shoppers understand what they are paying more for.
And, as always at SEE Community, the discussion will be practical: real examples, different categories and ideas worth “stealing with pride.” 😉
Join us if you work in Category Management, Sales, Marketing, Shopper Insights or Retail and want to see how proven CatMan practices can be translated into better shopper experience and stronger category performance.