Watch here the webinar titled “Tools, Technology and AI for Category Management” delved into the evolving landscape of Category Management.

Luc Demeulenaere identified three primary drivers of change: the consumer/shopper, competition, and technology. Emphasis was placed on the significant role of technology in driving revolutions within Category Management, influencing consumer behaviour and providing a competitive edge.

Georges Mirza stressed the importance of advancing solutions to match the complexities of modern retail environments, advocating for Smart Category Management leveraging advanced technologies and new data. Mirza highlighted the necessity for a total rethink in space management solutions to enhance effectiveness.

Luc outlined four key pillars presented during the webinar for a successful category vision:

  1. Consumer-shopper centric decision making, leveraging AI and machine learning for personalised experiences.
  2. Growth platforms focused on building consumer loyalty and sustainable growth, exemplified by AI-based loyalty programs.
  3. Utilisation of consumer-shopper journey experience-related technology and tools for collaborative data integration.
  4. Innovation driven by consumer and shopper insights, incorporating social media and non-traditional product innovation.

Dr. Brian Harris summarized the webinar, emphasizing five key evaluative criteria for selecting tools and technologies in Category Management:

  1. Scale
  2. Speed
  3. Accuracy
  4. Efficiency
  5. Relevancy

These criteria aim to ensure maximum impact and efficiency in Category Management initiatives, considering the diverse segments of consumers and shoppers, large store networks, and multiple channels. The webinar showcased a range of tools and technologies available to support Category Management, highlighting the importance of evaluating tools based on their potential return on investment and alignment with the evolving consumer and shopper landscape.

George Mirza
George Mirza
Smart category management solutions refer to using advanced technologies
and data analytics in a collaborative platform to optimize and manage
processes that deliver on the category management promise of profit and
sales at scale. Georges will deliver an overview on what new technologies
impact Category management and learnings from the NRF ’24
Mark Davies, CEO of Dc Active,
Mark Davies, CEO of Dc Active,Anna Ametova, Global Category Manager Mars Pet Nutrition,
“ImpactXP: The 5 in 1 Commercial Simulator”

Showcasing how Mars are using ImpactXP globally to drive an end to end Category approach from Ai Ranging to Virtual Research.

Dr. Kevin McCarthy
Dr. Kevin McCarthy CEO & Co-Founder RecommenderX
This presentation will focus on Advise – a cutting edge analytics technology for Category Managers. The presentation will showcase how Advise combines all market data (external, internal, customers) to create actionable insights. The presentation will examine how to turn data into knowledge, how to discover insights and how to assist Category Managers to be more efficient and effective in their roles.
Hans Thomas Breckwoldt, & Julian Ploetz,
Hans Thomas Breckwoldt, & Julian Ploetz, Senior Lead Cat Man, Shell Germany & Hoffrogge
“´One size fits all´” or ´”best of cluster”´ is a thing of the past. Brick and mortar
retailers are forced to efficiently plan and sustainably implement shop formats individually per site with AI-supported Category Management tools to meet shoppers’ needs and win market share
Alexander Proske,
Alexander Proske, Regional Director, Eagle Eye Group
Personalization of promotions will increase the efficiency of promotions, but still
the “cannibalization of revenue” -challenge will remain.
Now imagine: how powerful a solution would be that is not only providing
personalized promotions, but personalized promotions that are guaranteed
profitable? Guaranteed profitable for the retailer and the manufacturer – and
loved by shoppers. The Loyalty Challenges solution from Untie Nots, an Eagle
Eye Company delivers this.
Olivier Delangre,
Olivier Delangre, CEO Amoobi
While assortment review often receives significant attention during category
resets, space optimization is sometimes neglected. Amoobi’s customer
tracking technology helps category managers understand how shoppers
navigate the shelves, even if they don’t make a purchase, by providing insights
into product sequence, signage, and the effectiveness of end caps
Kris Woodbeck,
Kris Woodbeck, CEO, Pcsso
A retail revolution is being led by Gen Z and social media platforms have
become the pivotal arena for this change. Discover how modern computer
vision offers a fresh view of online consumers and the products they share, far
surpassing the limitations of hashtags and metadata. Learn how retailers and
brands can use these insights to anticipate and adapt to an increasingly
fragmented consumer landscape.