Category management has been revolutionised. Today you need to become the superhero of the shelf to tackle the omnichannel and hyper-competitive environment. But how can you achieve this in a world where the real power rests with the shopper?
From our work consulting with retailers, manufacturers and consumers, we know that the category vision must change to revolve around the shopper.
In this paper, we share our three top tips to becoming the superhero of the shelf: