Looking at category management holistically

Online categories have needed to have a far greater marketing focus and investment for some time now if they are to ensure the product options really do engage with consumer needs. ⁣
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Meanwhile back in the brick stores the whole concept of traditional category management feels redundant as a relevant tool to drive sustainable growth. ⁣
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New consumer behaviours have to be incorporated into a more multi-dimensional vision of what products need to be positioned where, to ensure they are easy and meaningful for consumers to purchase.⁣
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A products digital shelf is just as important as its physical shelf. 70% of people now access the Internet via mobile. Research shows that 56 % of consumers have used a mobile device to research products at home, 38% have used a mobile device to check inventory availability while on their way to a store and 34% have used a mobile device to research products while in a store. Ensuring the product information, cooking instructions, serving ideas and portion size are basics - what else can you offer to complete online?