4. Recommendations to Landing is
27% as an industry average.
What percentage of recommendations do you
land?
5. Great Category Managers don’t
need to dazzle people with ‘AWP’,
‘Retailer Switching’, or ‘Shopper
Penetration’.
They share insights that people understand
because they want to make a difference. E.g.
‘More of your customers are buying more often,
but less on each shopping trip.’
6. Fair share gap is a figure Category
Managers know at category and
sub category level.
Plus, how to close the gap.
7. Many Category Managers are on the
‘Powerpoint Treadmill’. Get off it with this
template: http://www.makingbusinessmatter.co.uk/blog/do-not-start-with-powerpoint-7-pieces-of-
8. Recommendations aren’t
‘Make your range work harder’.
Instead: ‘Replace sku x with sku y because it is
worth £1.2m this financial year’.
9. Don’t replicate data,
share insights.
‘8% reduction in the number of shoppers buying
in August’, becomes ‘£0.8m reduction in August
due to shoppers buying a half price offer in Aldi
instead.’
10. Use the template above to make
recommendations.
Data Insight Recommendation
11. Shopper Research always
concludes with the same things;
Need more communication, more
promotions, and more range.
Use this template to get a better ROI on
your shopper research budget:
http://www.makingbusinessmatter.co.uk/blog/how-suppliers-can-get-the-most-from-shopper-research/
12. Do you have a clear
shopper profile that the wider
business understands?
Showing the different types of category
shoppers, or even just ‘high, medium and low
shoppers’. Their frequency, trip spend, barriers
to purchase, motivations, etc.
13. Find out your skill level for
Category Management using the
Category Management Scorecard.
http://categorymanagement.subscribemenow.c
om
14. Research the ‘jam choice’ story to
understand about range versus choice.
15. If you asked shoppers to group
your category products, how likely
are they to group those products
as they are grouped on the shelf?
Customer segmentation on shelf needs to mirror
how customers would group products.
16. ‘Top Fruit’
A term used in the produce industry for
‘apples and pears’. Talk in shopper language
all the time.
21. Know why this is wrong. Every image in your
presentation needs to add value. This video
will explain why:
https://www.ted.com/talks/chip_kidd_designing_books_is_no_laughing_matter_ok_it_is?language=en
This is an Apple
22. Great Category Manager’s CV:
Identified 67 opportunities last year
Opportunities worth over £45.2m
Landed 42% of the opportunities
Hire me.
23. Learn to be a
Great Category Manager!
Click here -
http://www.makingbusinessmatter.co.uk/trainin
g-courses/category-management-training-
course-outline/