As a Category Manager are you the next CEO or stuck for life?

2020-12-01T11:57:48+00:00November 23rd, 2020|Category Management|

If you're a Category Manager are you the next CEO or stuck for life? “Let’s be realistic, if you stay in Category then the best you can hope for is heading up the Category Team. After that if you want to go up, you’ll have to get out.” You might not have been told

5 Shopper Insight Fundamentals that still apply today

2020-10-29T16:08:04+00:00October 27th, 2020|Category Management, Shopper behaviour, Insights|

About the author: Bill Bean is Vice President of Insights and Research at Shopper Intelligence USA. He is a nationally recognized American senior marketing executive with expertise in marketing analytics, shopper insights and innovative tech solutions in shopper research. Shopper Insights as a discipline has gone through a few definitions,

How to win UK shoppers in different dairy categories

2020-11-05T12:26:20+00:00October 26th, 2020|Category Management, Shopper behaviour, Insights|

Dairy is a versatile department. Categories that sit side by side play very different roles for shoppers and for retailers. By comparing categories, we better inform our category management strategies. Using the latest shopper insights from Shopper Intelligence UK's recent survey (June-September 2020) here we shall focus on two categories within Dairy: Yoghurts vs.

What Van Halen’s “Jump” teaches us about business

2020-10-07T19:22:54+01:00October 7th, 2020|Views|

Van Halen. Jump. Great Song. One of the greatest. But what does it teach us about business? More than you’d think! Let me explain. Bear with me (by the way it helps to listen along for full value for money). At the get go, it’s like a start-up company. It has to punch through

Home Baking shopping trend: capture it by Premium and Innovation

2020-09-09T10:51:24+01:00August 28th, 2020|Category Management, Shopper behaviour, Insights|

Home Baking - a new trend with need for innovation  After the sudden rise of cooking at home resulting from the initial lockdown measures, consumers are returning to old habits and we see this trend returning to pre-lockdown levels. However, the opportunity still exists for brands and retailers to retain trialists of the home

Why isn’t sales history alone sufficient to understand shoppers?

2020-09-17T20:37:18+01:00June 11th, 2020|Views|

If you read the marketing tomes coming from the likes of Nielsen, IRI, Kantar, 84.51, Dunnhumby etc, you would imagine that historic sales patterns can answer pretty much any category or retail strategy requirement. There are many providers of sales analytics. An entire Industry. An Industry with a common dominant assumption, an assumption that

4 types of benchmarking in market research – and when to use them

2020-08-24T20:40:56+01:00May 30th, 2020|Views|

Benchmarking is much more than just comparing your own performance to your competitors. In market research it is used in a variety of creative ways, in different study types. We all know the classical situation. When you look at your Net Promoter Score of let’s say 58% – and you ask: should I be

Post-Covid, supermarket shopping will never be the same again

2020-09-17T20:50:33+01:00April 15th, 2020|Views|

I hear a lot of chat about how the current virus situation will change everything. Surely a worldwide life-changing phenomenon like this will see the world fundamentally altered, and retail will be at the leading edge of that? I doubt it. There is a real danger of disappearing down over-reaction rabbit holes. To balance the

The three major profitability challenges of online grocery shopping

2020-04-06T11:09:06+01:00April 6th, 2020|Views|

There is endless discussion about the growth of online grocery shopping. The virus pandemic is going to give it a kick start as well, even after the short term motivations end. But simply persuading shoppers to do something unfamiliar that makes their life “easier” isn’t really the main challenge. The bigger problem to solve is

Why is being a category manager like being the painter of an Old Master?

2020-03-27T09:54:38+00:00March 24th, 2020|Views|

I watched a fascinating documentary the other day. It was all about why certain paintings were judged as being “masterpieces” while others painted at the same time over a very similar standard (by any objective measure) remained relatively unknown. Painting A became worth $50m, Painting B $200k at best. The conclusions of the 1-hour program