Category: Space Management

Category Management: Planograms Aren’t Just Pretty Pictures

Category Management TrainingThe consumer packaged goods industry invests billions of dollars every year in effective sales, marketing and supply chain support for retail.  These investments focus primarily on things like  consumer advertising, marketing new products, distribution, data systems and technology, market research, and so on.  Space management determines how all of these other investments come together at the shelf  – where shoppers meet products “face to face” and most …

5 Category Management Opportunities in Assortment and Shelving

Category Management StrategyCategory Management teams in consumer packaged goods companies spend much of their time completing efficient assortment and shelving projects, both internally and for their retailers.   As the retail landscape continues to change, , so should the processes, practices and training that the category management team needs to order to provide added value both internally and with their retail partners.   With the summer season on us, and possibly a bit more time on our hands before the busy fall, it may be time to define some …

Category Management Series Tip #12: Space Management: Is It Just For Space Management “Tekkies”?

Do sales, marketing and category management professionals need to more strategically understand the shelf, or should it be left to space management professionals, shelf analysts and  planogrammers?    Unfortunately, many marketing, sales and category management professionals think space management is not really their concern. Leave it for the “shelving experts”, right? Wrong!

In this tip, I walk a few basics about space management that will hopefully entice you to want to learn more (if you don’t already know). Not from a technical perspective, but from a strategic perspective. If you are involved with innovation, category …