category management

“Category Management is optimizing categories from the perspective of the shopper within the formula objective”. The consumer is always the starting point and it is the art for retail and industry to work together intensively in order to serve the consumer optimally.

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I would be happy to help you define and/or implement your strategy for your (new) category. In addition to my own experience in many product groups, I have an enormous international network of interesting experts and suppliers.

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The strategy per product category for a retailer or wholesaler is defined in a Category Plan. I think it's fantastic to develop a category from a vision and a clear goal and to see how ideas come to life afterwards.

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For me, a good Category Plan meets at least the following conditions:

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Customer/consumer-oriented: the customer ultimately determines the results of a category, so the better insight into its behaviour and motives, the more effective. The customer ultimately pays your salary.

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Multidisciplinary: The collaboration between retailer and supplier takes place on different fronts and must therefore also be discussed from the different angles of, for example, marketing, logistics and formula management. This requires overview and clear communication, but also decisiveness.

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Dynamic: the world around us is constantly changing, we can take into account what is happening now, but new developments can provide new insights. So I keep for the future and am flexible without drifting.

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In concrete terms: container terms such as "shopping experience" and "customer satisfaction" sound impressive, but require a no-nonsense approach. I like to keep a plan legible, compact and pragmatic.

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​Category Plans generally contain principles for the fixed assortment. In addition, promotions/actions generate extra turnover. Even though these promotions are temporary, a thorough annual promotion plan gives a category the attention it needs during the year to keep the consumer interested. I like to think along about exciting promotions and innovative promotions and ... realize them too!

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Finally, it is important to think in advance how to deal with stocks of slow movers. This way you have optimal space for runners and new products. With a thorough stock analysis I like to look for opportunities to keep the best rotation.