Optimal assortment and planogram development – research in category management

Ian Addie
Nunwood, United Kingdom

WHAT IS CATEGORY MANAGEMENT?

Category Management became formally accepted as a means of managing the grocery multiple offer in the early to mid 1990s, although in some shape or form the basic principles of category management have been practiced for as long as people have sold goods through shops.

Essentially, what the category management discipline attempts to do is to break down the diverse offer of a grocery multiple into discrete groups which can be managed in terms of product offer and merchandising in order to maximise sales within the constraints of limited trading space.

In essence the supermarket becomes an aggregation of individual businesses or market stalls, each striving to sell products to a customer base that comes through the entrance foyer.