The Category Management Association recently posted the recording of our popular webinar:
Adapting CatMan Principles to the Digital Channel, presented by Craig Hodnett
The Category Management Process is different online, where the physical restrictions of the store are removed and shoppers have a different set of priorities. Category and Shopper Strategies – such as CDTs, Merchandising, and Packaging – need to be customized for the eCommerce channel. This presentation addresses adaptations for principles that move the needle differently in eCommerce, including examples from research Decision Insight has conducted in these areas.
If you are interested in learning more or receiving the presentation slides, please email Leslie Downie or call 816-437-9852.