CategoryStrat

Companies that are in retail, which could mean both selling and/or servicing a multitude of products, need to consider strategy on two levels. Like any other company, first they need a clearly defined Customer Proposition, described in our BrandLaser product. After this, a key component of ‘bringing a retailer brand to life’, is to consider how to manage the portfolio of products that it carries and sells. How do you organize products into meaningful categories, what role does each category play for you as a retailer, do you have the right mix of categories? With our CategoryStrat product, we answer these and other ?’s. We can develop Category Management models that define and manage all of your retail categories, or we can work on individual category strategies. Within the category management work, we can also help you define the role and strategy of private label products within your overall product mix.

A critical component of bringing to life a Customer Proposition for a retailer is to have a clear picture of how the categories of products they merchandise and sell support that proposition. The sum of all the categories should add up to the great whole of the retailer Corporate Customer Proposition. Implementing a Category Management strategy will ensure that this happens. Your customer proposition and brand will ‘come to life’.

A Category Management Model for a retailer’s portfolio of products, or a category strategy for one retail category. Within this work, we would also assess the mix of private label to national brands and can develop private label brands and brand programs.