Last week our team of category management analysts attended the CMA Annual Conference for the second consecutive year in a row.
Conference attendees spent almost three days presenting, sharing ideas and connecting in the solutions hall.
Here are five things we learned at the CMA Annual Conference:
The lines that have previously separated retail disciplines will continue to blur. Successful brands and retailers will figure out how to quickly and seamlessly connect their assets and teams: from insights to category management, from category management to in-store execution and beyond.
Category Management will play a leadership role in more seamlessly connected disciplines. Look no further than the Category Management Association for proof. This year, they are adding a Shopper Insights branch to their organization and soon will launch an E-Commerce arm with the intention of establishing an organized and connected network across key areas of the retail industry.
The expectation for category teams is to provide growth. It’s not enough to talk about Category Management as a process, the shift is towards ongoing Category Growth Management. When you shift towards growth management you’re more likely to find the right solutions and strategies that help you optimize, scale and more easily implement growth. We presented on Category Growth Management at the conference, check it out here.
New ideas will continue to be necessary in defining how brands and retailers optimize the E-Commerce space. One particular area of opportunity is determining the right assortment for each digital retailer and understanding how or if that impacts strategies in-store. Interest in exchanging ideas and success stories remains important to the retail community.
Insights that tell stories are the only kind that matter. That’s why it is critical to be able to quickly find the insights you need at the time that you need them in-order to craft the stories that resonate with retail partners. In addition, retailers want stories about their particular shoppers. Understand a retailer’s shopper in the long-term so you can unlock granular insights at an instant.
Do you agree? Let us know what you learned at CMA below.
Join us on March 22, 2019 to listen to David Marcotte present “Smart Planning Your Category in the Next Decade.”
Kantar Consulting Workshop – North American Edition.
Three ways to streamline category growth: a blog post by John Maingi.