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Agile Category Management: Accelerating the Category Decision Making Process
What if grocery stores are no longer
- rganized by
food category …
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Management: Accelerating the Category Decision Making Process - - PowerPoint PPT Presentation
Management: Accelerating the Category Decision Making Process - - PowerPoint PPT Presentation
Agile Category Management: Accelerating the Category Decision Making Process What if grocery stores are no longer organized by food category 2 but by health needs or diet preferences? 3 Do stores look less like this? 4 And
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… but by health needs or diet preferences?
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Do stores look less like this?
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Source: Kantar, retailer website
And more like this?
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Source: Kantar, retailer website
Or this?
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Source: The Daily Beast, CNBC, CBS News, Business of Fashion, Digiday
On top of category lines blurring, big brands are getting disrupted by challenger brands and are often slow to respond to new trends
After 100 years, the shaving industry is finally being disrupted
How White Claw and hard seltzer craze are taking on beer – and taking
- ver America
AS AMERICANS TURN AWAY FROM SODA, CARBONATED WATER BECOMES A MULTIBILLION- DOLLAR INDUSTRY
How Target is getting more DTC brands to sell in its store
The “natural” beauty industry is on the rise because we’re scared
- f chemicals
Customer mistrust is so bad now that even huge beauty companies want more regulatory oversight
Is a Revolution Finally Coming to Feminine Care?
A flurry of fashionable fem care startups are taking aim at Tampax
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So What?
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Source: Kantar
We have to reevaluate how shoppers navigate the store
Classic Modern Trade: RODEO by aisles New Navigation: Targeted UP-DOWN by mission
Enter Enter Enter Enter
WEEKLY TOP-UP
NETFLIX BINGE
OFFICE LUNCH CLICK & COLLECT
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Fulfilment Model Physical Store Ship to Home Grocery Delivery & Pick-up Category Definition & Segmentation
Trip Type:
- Regular
item fill-in
- Special
Occasion Trip Type:
- Monthly
Stock-up Trip Type:
- Weekly
stock-up
- Regular item
fill-ins
Assortment, Spacing & Fulfillment Promotional Strategy
Item Focused Trade Strategy Basket Building Incentivize Trial
Source: Kantar, retailer website
…and the online experience (Illustrative Example)
Occasion:
- Indulgence/Treat
- Entertainment
Occasion:
- Snacking
- New product
discovery Occasion:
- Weekly
meal/lunch planning
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Source: Kantar, retailer websites
Seek to understand our categories more broadly
More opportunity and more competition: If you were a Yogurt shopper online, this is what you might see
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…including their functional roles
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Evaluate the impact of disruptive trends & consider how to incorporate into our brands and categories
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Creative thinking driven by both category knowledge and data Fast feedback to make real-time, data-driven
- ptimizations
Ability to build compelling narratives that show the full story How do we do this? Retailers are increasingly demanding data to inform their decisions as consumption trends change and new innovations become available
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Data and technology can help us achieve this and drive results
Build storyboards in virtual reality to present a compelling narrative Use virtual reality to get quick results & real-time feedback Test assumptions using data and predictive analytics
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Run ‘educated gut checks’ that leverage data & analytics
Build storyboards in virtual reality to present a compelling narrative Use virtual reality to get quick results & real-time feedback Test assumptions using data and predictive analytics
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Make optimizations in real time to make quick pivots
Build storyboards in virtual reality to present a compelling narrative Use virtual reality to get quick results & real-time feedback Test assumptions using data and predictive analytics
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Tell the category story in a visual (but data-driven) way
Build storyboards in virtual reality to present a compelling narrative Use virtual reality to get quick results & real-time feedback Test assumptions using data and predictive analytics
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Implications
Understand your shoppers more deeply
- How have their trip-types changes?
- What role does your category serve
in their lives? Consider your categories more broadly
- How have your category lines blurred?
- What disruptive trends will change the
dynamics of your category? Leverage data and technology to develop and test assumptions, and build a compelling narrative
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