Progressive Grocer

2017 Category Management Handbook

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10 | Progressive Grocer | 2017 Category Management Handbook | December 2016 T he pace of change is accelerating. As the industry continues to be pushed to modify strategy by shifts in con- sumer behavior, it's becoming more critical than ever to understand the full consumer view in promotions and advertising. ere's more competition for shopper attention, and younger demographics are forcing digital innovation to keep pace with their always- connected lifestyle. Part of the need to alter the category manage- ment process was due the fact that while shop- ping for consumable products is often considered habitual, there are additional influences changing the way people shop. Shorter, more frequent trips; home delivery; online options; and changes in how people interact with marketing messages have many companies scrambling to catch up. Leading CPG organizations recognize that the traditional means of advertising and promo- tion aren't going away, but are being augmented and strengthened by the additional ways of communicating with the modern consumer. Since budgets aren't growing in proportion to ac- CatMan 2.0 Inflection Point CatMan 2.0 aims to grasp shopper behavior driving change. BY TR ACI GREGORSKI

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