"INFLUENCING THE SHOPPER" MODERN CATEGORY MANAGEMENT & SHOPPER MARKETING IN PRACTICE

ECR Community invites retailers, manufactures and service providers to propose case studies for inclusion in the "Influencing the Shopper" Guide. The proposals should be sent by 31st July 2016.

You can see additional information about it by clicking here.

"ECR EUROPE CATMAN & SHOPPER SURVEY", 2014 

In the ever evolving FMCG landscape, Category Management and Shopper Marketing are just two of numerous existing and emerging platforms available to those in the FMCG industry, making it increasingly important for those working in these areas to understand their capabilities versus their competitors, both locally and on a European wide basis.

To read the output from this survey, click here.

 

"HOW TO MEASURE ROI FOR CATMAN", 2013

The report was made possible by the contributions of the members of ECR Ireland Category Management & Shopper Marketing Workgroup and particulary the Return on Investment su-group. This guide can be used by retailers & manufacturers alike. Is a practical guide to measuring the return on investment for category management projects.

To read the full project, click here

 

 

"HOW TO IMPLEMENT A PLANOGRAM", 2013

 The report was made possible by the contributions of the members of ECR Ireland Category Management & Shopper Marketing Workgroup and particulary the Planogram Execution Sub-group. Is a practical guide for the execution of planograms in-store.

The conclusion was, among others,  that "If a planogram is not implemented, maintained or complied with, the time and money invested in market analysins, planogram build, communication and pre-store planning will have been wasted. Only with good implementation, maintenance and compliance can business benefits be fully generated from the planogram process"

To read the full project, click here

"HOW TO REVIEW CATEGORY PERFORMANCE", 2013

 Is a framework for retailers and suppliers to use when conducting a category review. 

To read the full project, click here

 

 

 

"HOW TO LAYOUT A RETAIL STORE", 2012

The report was made possible by the contributions of the members of ECR Ireland Category Management & Shopper Marketing Workgroup and particulary the Macro Space Planning Sub-group. Is a practical guide to macro space planning.

The conclusion was, among others,  that "Changing Shopping Trends, evolving Retailing Environment and innovate approaches have chanllenged Retailers and Suppliers in their Marketing and Sales approach. (...) Successful Macro Store Planning can improve Sales and Margin while also improving the Consumer & Shopper experience."

To read the full project, click here

 

"THE CONSUMER AND SHOPPER JOURNEY FRAMEWORK" by ECR Europe, 2011

As the core of this work is the goal of providing a clearer understanding of the changes and their causes that are occuring in the definition of "consumer and shopper value" and how retailers and manufacturers can leverage this understanding in strategies that deliver benefits for consumers and increased sales and profits for retailers and manufacturers.

To read the full project, click here

 

 

"EFFICIENT ASSORTMENT, BEST PRACTICES REPORT" by ECR Europe, 1998

Efficient assortment is best understood and practiced within the context of the Category Management process. This report describes an approach that can assist retailers, wholesalers, and suppliers in developing a product assortment for a category that is uniquely efficient given their target customers, category strategies and financial objectives.

To read the full project, click here

 

 

 

"EFFICIENT PRODUCT INTRODUCTIONS" by ECR Europe, 1999

According to our research, manufacturers spend as much as 8% to 16% of net revenues on innovation. Enormous numbers of new products are introduced to the market each year, yet within 12 months most have failed. The challenge, and a key aim of this study, lies in knowing how to translate good ideas into successful new products. The report, therefore reviews current practices in new product introductions in the European consumer goods industry, and recommends a new process for Efficient Product Introductions (EPI).

To read the full project, click here.

 

 

"PROMOTION TACTICS" by ECR Europe, 1999

Promotions in one form or another, play an important part in the retail marketing mix. However, the Demand Side Steering Committee of ECR Europe are conscious that both retailers and manufacturers are increasingly questioning the whole issue of promotions. They are often perceived as being difficult to plan, expensive to execute and complicated to evaluate both for the retailer and the manufacturer. This reports focuses on the way manufacturers and retailers can devise better Promotion Tactics to improve the effectiveness of their promotions. They can do so by adopting the approach developed by PricewarerhouseCoopers.

To read the full project, click here.