Progressive Grocer

2017 Category Management Handbook

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22 | Progressive Grocer | 2017 Category Management Handbook | December 2016 T he purpose of this material is to share what has taken place in the assessment phase of Category Management 2.0. It won't restate what was done in 1.0; rather, it will detail the key changes that have taken place, with examples creating the need for 2.0. e intent is for retailers, manufacturers and suppliers to have knowledge of the new world and capabilities of category management so they can better meet the needs of both shoppers and consumers. CatMan 2.0 Reaching New Depths CatMan 2.0 digs deeper into shoppers, analytics and insights. BY CR AIG HODNETT ree key words highlight what's new about assessment: depth, predictive and speed. ese three words are part of all phases of assessment as we move into 2.0. We will discuss them as they relate to shoppers, analytics and insights. Shoppers In 1.0, there was no discussion of the shopper; all focus was on the consumer. In today's world, the key "gatekeeper" of a household is one of the most important areas of focus for 2.0: the shopper. In 2.0, all assessment

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