ECR Ireland Category Management Workgroup
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The ECR Consumer & Shopper Journey Framework
The framework was jointly launched by ECR Europe and the US Commission on Shopper Marketing in April and at the ECR Ireland Conference in May. It is set to revolutionise global shopper-centric marketing methods.It describes how a specific group of consumer / shoppers that has been selected as a target segment will be marketed to as they navigate through their Consumer & Shopper Journey
The challenge for retailers & manufacturers is to understand & develop the capabilities needed to deliver this output.
The ECR Ireland C&SJ Learning Programme
ECR Ireland is facilitating a Learning Programme with the objective of ensuring that its members become early adopters & experts in the application of the Consumer & Shopper Journey Framework.Why join the Learning Programme?
1. Become an expert on its application.2. Joint interpretation of the Framework will give participants a clear understanding of it.
3. Presentations from participants will further establish learning through sharing.
4. Use the Learning Programme to;
Validate proof of concept
5. Determine internal commitment, direction & resource investment
6. Participate in pilot project
7. Free participation for members of ECR Ireland
Meeting Schedule
July 5thKick-off Meeting
July 26th
Insights Model
August 23rd
Collaborative Bus. Process
September 27th
Bus. Planning Guide
October 18th
Results
Downloads
The Consumer & Shopper Journey FrameworkLuc Demeulenaere, "Launch of The Consumer and Shopper Journey Framework" at ECR Ireland Conference 2011
ECR C&SJ Learning Programme Kick off Meeting - July 5th 2011
How to get involved?
If your company wishes to participate, please contact ECR Ireland hereECR Ireland Christmas Shopper Research 2010
Christmas 2010 – A Christmas like no other
Full report released on 28th January 2011
Workshop on Thursday 17th February
The ECR Christmas Shopper Research is available for purchase.
Please contact ECRIreland here
Please contact ECRIreland here
ECR Ireland commissioned national research on the grocery shopping behaviour of consumers during the Christmas 2010 trading period in Ireland.
Conducted by Empathy Research, this was the first dedicated qualitative and quantitative research on Christmas shopping behaviour in Ireland, covering the what, why, where and how of Christmas shopping.
It involved 3 phases conducted before (qualitative and quantitative), during (Facebook and physical diaries) and after Christmas (qualitative and quantitative) across all regions in the Republic of Ireland.
The research showed that the single biggest influencing factor was the bad weather which hampered Christmas shopping across the board. The underlying recession and financial constraints also tempered consumer spending.
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Pictured l-r; Declan Carolan, General Manager ECR; Susan D'Arcy, Co-Chair ECR CatMan Workgroup; Sarah Dennehy, Danone Baby Nutrition; John Casey, ECR Co-Chair; Jane Ryan, Co-Chair ECR CatMan Workgroup.
Danone Baby Nutrition announced as the 1st recipient of the ECR Ireland Category Management Award 2010
ECR Ireland is delighted to announce that the recipient of the inaugural ECR Ireland Category Management Award 2010 is Danone Baby Nutrition for their Danone Baby Universe Project presented by Sarah Dennehy at the ECR Ireland Category Management Conference.
Starting with an overwhelming consumer insight, Sarah Dennehy of Danone Baby Nutrition created a simple total category based solution that yielded positive results in 2 different retailers that demonstrated the real benefits of cat man best practice. The panel of judges believed that for clarity of aim, practicality of solution, 1st class results combined with a very clear and punchy presentation that the 1st recipient of the ECR CatMan Award 2010 was Sarah Dennehy from Danone Baby Nutrition.
In recognition of excellent results in the pharmacy sector, the judging panel highly commended Mary Greenan of Uniphar for their ground breaking work in the pharmacy sector.
John Casey, Co-Chair of ECR Ireland stated "We have seen that category management is an integral part of Irish retailing - that the practitioners’ are working harder than ever, to understand consumer behaviour and are responding innovatively, to meet consumer needs and improve business performance."
Conference presentations can be downloaded by conference attendees and ECR members here.
Usernames and password are available from ECR Ireland upon request.
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Primary Sponsor - The Nielsen Company
Secondary Sponsor - Aldata Solution
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Attended by over 180 delegates from 80+ companies
The Nielsen Company, Topaz Energy, Uniphar, Musgrave Retail Partners Ireland, Superquinn, BWG Foods, Maxol, Barry Group, Bradley’s Pharmacy, Applegreen, CSNA, Gala Retail Services, Boots, Unicare Pharmacy, Sam McCauley Chemists, Health Express Pharmacy, Findlater, Keelings, Shamrock Foods, Retailworx Ltd, J&J, Danone Baby Nutrition, Jacobs Fruitfield, Unilever, Heineken, Category Solutions, Dunhumby, Edward Dillon & Co., Kelloggs, Green Isle, Irish Distillers, Dale Farm, Coca Cola HBC, Bulmers, Dulux Paints, Richmond Marketing, John Player, Glacier Consulting, Nestle, Cadburys, IGD, Allied Foods, Kraft Foods, Kelkin, P&G, Bord Bia, Stafford Lynch, Danone Ireland, Spirit Executive, IHBMA, TradeWins, Mars Ireland, Grafton Merchanting, Robert Roberts, United Biscuits, Aldata Solution, Kepak Convenience Foods, Connacht Gold, Groundforce, United Drug, Britvic Ireland, Thomas Archer Ltd, IPU, Delphi Analytics, BHT Group, GS1 Ireland, Excellence Ltd, Bord na Mona Fuels, Diageo, Nestle Cereals, Pigsback.com, Empathy Research, Crown Paints, PS&A, Kantar World Panel, Premier Foods, Boyne Valley Foods, Talysis, Next Generation, Kerry Foods, Newspread
ECR Ireland will host the first ever Category Management Conference to be held in Ireland on 9th November 2010 entitled "Category Management in Practice in Ireland Today". The conference will be for all those involved in category management or with an interest in becoming involved. Delegates will hear presentations on successful projects, shopper insights, space planning and benchmarking.
During as challenging a trading period as we are currently experiencing, it is important that we take time to reflect on successful initiatives and recognise and reward such behaviour. From shopper insights to shelf space planning to in-store promotions, category management is a vitally important function in shaping retailing throughout Ireland. It is also a cornerstone activity within Efficient Consumer Response whose objective is to advance the standards of category management in Ireland.
ECR Ireland Category Management Award 2010.
Taking centre stage at the conference will be the ECR Ireland Category Management Award 2010. This inaugural award is to acknowledge the best category management project in Ireland for 2010 within the food & grocery industry or any other retail sector. The aim is to foster the search for excellence, to recognise and reward achievement and to encourage the communication and adoption of best practice amongst category management practitioners.
An objective of the conference is to prioritise and showcase excellence in category management practices in Ireland. The conference format and associated costs have been set-up so as to attract all those category management practitioners in Ireland and as such, participation from all associated category management service providers is encouraged and most welcomed
“Category Management in Practice in Ireland Today”
8.30 – 8.45
ECR Ireland CatMan Co-Chairs Address
Jane Ryan, Topaz Energy & Susan Moore D’Arcy, Unilever
8.45 – 9.15
Responding to the Changing Category Management Landscape
Graham Dorrington, IGD
ECR Ireland finalists for Category Management Award 2010 : #1 - #7
9.15 – 9.45
#1 Kellogg’s
Tapping into an Incremental Opportunity on the Retail Impulse Counter
#2 Londis / Category Solutions
Delivering a Store Layout at Macro & Micro level
9.45 – 10.15
ECR Ireland Demand Scorecard
Establishing the extent of category management development in Ireland
10.15 – 10.45
#3 Bulmers
Best Practice for Validating Category Definition & Consumer Decision Hierarchy using Multiple Research Sources
#4 Danone Baby Nutrition
Baby Universe Project
10.45 – 11.15 Break
11.15 – 11.45
ECR Ireland Macro Space Store Planning
Best practice advice on how to plan the layout of a store
11.45 – 12.30
#5 Coca Cola HBC Ireland
Identifying Cross Category Value-Growth in the Licensed Trade: Store Modelling & The Multivariate Approach"
#6 Cuisine de France / Category Solutions
Re-invigorating the In-Store Bakery Category
#7 Uniphar
Pharmacy enjoys healthy growth with macro micro category management
12.30 – 13.00
“Seeing the store through your shoppers eyes; literally”
Ken Hughes, Glacier Consulting
13.00 – 13.15
Announcement of the winner of the ECR Category Management Award.
Chair of the Judging Panel –James Wilson, Superquinn
13.15 Conference Close
Click here for Category Management Conference Booking Form
ECR Ireland Category Management Award – 2010
ECR Ireland announces the short-list of finalists as follows
#1 Kellogg’s - Tapping into an Incremental Opportunity on the Retail Impulse Counter
#2 Londis / Category Solutions - Delivering a Store Layout at Macro & Micro level
#3 Bulmers - Best Practice for Validating Category Definition & Consumer Decision Hierarchy using Multiple Research Sources
#4 Danone Baby Nutrition - Baby Universe Project
#5 Coca Cola HBC Ireland - Identifying Cross Category Value-Growth in the Licensed Trade: Store Modelling & The Multivariate Approach"
#6 Cuisine de France / Category Solutions - Re-invigorating the In-Store Bakery Category
#7 Uniphar - Pharmacy enjoys healthy growth with macro micro category management
ECR Ireland Category Management Award – 2010
ECR Ireland is delighted to announce the launch of an annual award to recognise excellence in category management in Ireland.
During as challenging a trading period as we are currently experiencing, it is important that we take time to reflect on successful initiatives and recognise and reward such behaviour. From shopper insights to shelf space planning to in-store promotions, category management is a vitally important function in shaping retailing throughout Ireland. It is also a cornerstone activity within ECR whose objective is to advance the standards of category management in Ireland.
This inaugural award is to acknowledge the best category management project in Ireland for 2010 within the food & grocery industry or any other retail sector. The aim is to foster the search for excellence, to recognise and reward achievement and to encourage the communication and adoption of best practice amongst category management practitioners.
A shortlist of entries will be chosen to present their category management initiative to a judging panel and then at the ECR Ireland CatMan Conference on 9th November where the winner will subsequently be announced. The winner will be the initiative that is recognised as being the most successful implementation, adoption or design of industry CatMan best practice.
Entries are open to all and subject to the following criteria;
• The project should display or design a best practice
• The initiative must be completed in Ireland during the 12 months prior to 1st September 2010
• It should explore the principles of category management.
• It should be presentable by one person in a 15 minute presentation.
ECR Ireland
Holistic Shopper Research 2009
Holistic Shopper Research 2009
The 2nd ECR Ireland Holistic Shopper Research was commissioned by the Board of ECR Ireland and released on January 27th 2010 at the ECR Ireland Conference.
This report is arguably the most comprehensive Holistic Shopper research study in the Irish market.
In tapping into the views and opinions of the Irish shopper by way of a nationally representative sample of shoppers, the research has produced compelling insights regarding the Irish shopper's behavioural patterns, triggers towards retailer choice, and underlying motivating factors drawing the shopper towards one product over another in-store.
The first section of the report presents the study findings in 100 slide PowerPoint format, while full details of the National Shopper Study are included in the following section, in the form of a 450+ page Tabular Report
Following a year of such dramatic change, understanding current Irish shopper behaviour is absolutely essential. Success for 2010 will be achieved by those companies who are closest to the consumer and who satisfy their demand best.
This report is the only means by which many companies can afford such significant national shopper research. It is available to ECR members for €3,000 and non-members for €3,500.
Enquiries to declancarolan@ecrireland.ie
This report is arguably the most comprehensive Holistic Shopper research study in the Irish market.
In tapping into the views and opinions of the Irish shopper by way of a nationally representative sample of shoppers, the research has produced compelling insights regarding the Irish shopper's behavioural patterns, triggers towards retailer choice, and underlying motivating factors drawing the shopper towards one product over another in-store.
The first section of the report presents the study findings in 100 slide PowerPoint format, while full details of the National Shopper Study are included in the following section, in the form of a 450+ page Tabular Report
Following a year of such dramatic change, understanding current Irish shopper behaviour is absolutely essential. Success for 2010 will be achieved by those companies who are closest to the consumer and who satisfy their demand best.
This report is the only means by which many companies can afford such significant national shopper research. It is available to ECR members for €3,000 and non-members for €3,500.
Enquiries to declancarolan@ecrireland.ie
Table of Contents of 100 slide Research Results
Download sample results from ECR Ireland Holistic Shopper Research 2009
Download sample results from ECR Ireland Holistic Shopper Research 2009
What is a Category Manager?
It is critical that CatMan professionals keep abreast of all shopper and consumer research as meeting their needs is at the heart of category management.
Most manufacturers expect the Category Manager to be a 'liaison' among departments and the focus of a strategy that works for the retail customer. Retailers demand of their own CatMan professionals this same level of expertise, and expect a sophisticated strategy for every category, whole aisle, whole store, private label, and for every store location.
As such, the category management function is the key to collaborative activity, without which both brand and sales activity would be harder to implement.
ECR CatMan Workgroup
ECR Ireland believes that there should therefore be a community whereby CatMan professionals can exchange information, share best practices, commission shopper research & training courses and work together in a non-competitive capacity to improve the standards of category management in Ireland.
To this extent, ECR Ireland is launching a CatMan Workgroup for retailers and suppliers in Ireland. The Workgroup will have as its Co-Chairs, Susan Moore D'Arcy (Unilever) and Jane Ryan (Topaz Energy) and will aim to advance standards in category management in Ireland.
Jane Ryan, Topaz Energy & Susan Moore D'Arcy, Unilever
The Workgroup aims to be a meeting place for thought leadership, training resources, events, consultants, industry share groups, and 'all things CatMan', using a broad definition to include Shopper Insights, Consumer Insights, Trade Promotions, In-Store Execution and anything else that impacts strategic Sales and Marketing. An ECR CatMan website will become an information repository (created by the members) and our objective will be to become the most effective source of information, learning, networking & sharing of best practice for CatMan practitioners in Ireland.
Join Us!
We would like to invite you or a CatMan practitioner from your company to join the ECR Ireland CatMan Workgroup
Interested parties should contact declancarolan@ecrireland.ie
Workgroup meetings for 2010 will be bi-monthly.
Quarterly CatMan Forums have been scheduled with BWG Foods hosting the opening event.
Future training courses and collaborative research will be decided by the Workgroup.
Most manufacturers expect the Category Manager to be a 'liaison' among departments and the focus of a strategy that works for the retail customer. Retailers demand of their own CatMan professionals this same level of expertise, and expect a sophisticated strategy for every category, whole aisle, whole store, private label, and for every store location.
As such, the category management function is the key to collaborative activity, without which both brand and sales activity would be harder to implement.
ECR CatMan Workgroup
ECR Ireland believes that there should therefore be a community whereby CatMan professionals can exchange information, share best practices, commission shopper research & training courses and work together in a non-competitive capacity to improve the standards of category management in Ireland.
To this extent, ECR Ireland is launching a CatMan Workgroup for retailers and suppliers in Ireland. The Workgroup will have as its Co-Chairs, Susan Moore D'Arcy (Unilever) and Jane Ryan (Topaz Energy) and will aim to advance standards in category management in Ireland.
Jane Ryan, Topaz Energy & Susan Moore D'Arcy, Unilever
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The Workgroup aims to be a meeting place for thought leadership, training resources, events, consultants, industry share groups, and 'all things CatMan', using a broad definition to include Shopper Insights, Consumer Insights, Trade Promotions, In-Store Execution and anything else that impacts strategic Sales and Marketing. An ECR CatMan website will become an information repository (created by the members) and our objective will be to become the most effective source of information, learning, networking & sharing of best practice for CatMan practitioners in Ireland.
Join Us!
We would like to invite you or a CatMan practitioner from your company to join the ECR Ireland CatMan Workgroup
Interested parties should contact declancarolan@ecrireland.ie
Workgroup meetings for 2010 will be bi-monthly.
Quarterly CatMan Forums have been scheduled with BWG Foods hosting the opening event.
Future training courses and collaborative research will be decided by the Workgroup.
ECR Ireland CatMan Training Course for Intermediate / Advanced level category management practitioners
1 1/2 day course featuring academic and practical in-store learning
1 1/2 day course featuring academic and practical in-store learning
Wednesday 14th April
Training Course specially prepared & delivered for ECR Ireland by IGD
Wednesday 19th May
Collaborative retailer / supplier CatMan tour of Superquinn Ballinteer
Training Course specially prepared & delivered for ECR Ireland by IGD
Wednesday 19th May
Collaborative retailer / supplier CatMan tour of Superquinn Ballinteer
There is an unprecedented requirement for the Irish grocery industry to illustrate how every discipline delivers a return on investment. Category management is no exception to this but to do so requires clear, concise and strategic planning.
For this purpose, ECR Ireland is hosting a 1 1/2 day training course for intermediate/advanced CatMan practitioners with the aim of advancing the standards of category management through academic & practical learning.
Wednesday 14th April
Training Course facilitated by IGD.
During the last thirteen years IGD have helped companies to introduce and embed category management and shopper marketing best practice into their business, through a better understanding of category planning, shopper understanding, data analysis, benchmarking and in-store implementation. This workshop will provide businesses with practical tools, templates and case study examples from leading retailers and suppliers.
Agenda
• Retailer Economics and Strategies
• How do Retailer’s measure Suppliers
• Considering Retail Buyer KPI’s
• Retailer / Supplier Segmentation – who should we work with
• Category Strategy Setting – what are our levers for growth
• Determining Range, Merchandising & Promotional Strategies
• Developing Engaging Category Commercial Propositions
• Ensuring a Return on Your Investment
• Action Planning – what do I need implement in my business
Wednesday 19th May
Superquinn will launch planograms for the Health & Beauty category in May following significant input from Unilever and P&G. A shop tour in the Ballinteer store will explain the rationale of the new planogram in detail and enable participants to see the theory in practice.
Particpation in this unique course is open to all interested CatMan practitioners.
Cost - ECR members €500 + vat / non-members €600 + vat
Resrvations to declancarolan@ecrireland.ie
ECR Ireland CatMan Website
ECR members only
Coming soon ... March 2010
ECR members only
Coming soon ... March 2010
The ECR Ireland CatMan Website will be a repository for all relevant CatMan information and aims to be a 1st source of reference for research by CatMan practitioners. It can be accessed by ECR Ireland members only and it's content will be managed by the ECR CatMan Workgroup. The website will be launched during March 2010.
The content of the website will be
o CatMan workgroup activities & members
o Case studies
o Academic articles
o Shopper insights
o Research
o Testimonials
o ECR Europe & IGD material
o Listings of service providers for Irish CatMan practitioners
o CatMan Links
ECR members can access the website through the link below and receive a username and password by contacting ECR Ireland
The content of the website will be
o CatMan workgroup activities & members
o Case studies
o Academic articles
o Shopper insights
o Research
o Testimonials
o ECR Europe & IGD material
o Listings of service providers for Irish CatMan practitioners
o CatMan Links
ECR members can access the website through the link below and receive a username and password by contacting ECR Ireland
ECR Ireland has set up a CatMan Group at LinkedIn.
Instigated during November '09, we will be encouraging CatMan professionals to join the group which will allow for expressing viewpoints on CatMan principles & activities and networking.
Join the ECR Ireland CatMan Group at LinkedIn
