This year in category management
Category management at Label Insight
The first part of this year focused on validating the hypothesis that Label Insight high-order attributes (HOAs) could be useful for Category Management (CatMan) professionals. We attended the CMA Conference in February, where we talked to Category Managers, validating that there is a future in using HOAs for Category Management. Throughout the spring and early summer, we then set to complete a full category review using our HOAs and worked closely with Gordon Wade, industry veteran in Category Management. The end goal was to publish a white paper on “Innovating in Category Management,” demonstrating how HOAs are essential to the next generation of the practice.
Our partnered offering with Nielsen, although not limited to CatMan use cases, is relevant to discuss in this context. And so, it is with great excitement that I announce that we’ve seen accelerated growth of NPI over 2018. Much of the effort Label Insight and Nielsen made this year has been in expanding the available Product Insider characteristics within NPI to include many of Label Insight’s standard released views, much of which are now including “Claim Cert” characteristics. We’ve also worked with Nielsen over the last year to migrate to Label Insight’s current Explore API, allowing for Label Insight to scalably add more characteristics to the Nielsen Product Insider offering.
This fall, we added our first Custom View for Retailers, for one of our retailer partners to measure the impact of launching their Shelf Guide in stores and online. With this, they are able to track how their share of market for certain attributes shoppers care about has grown over the last year.
Moving forward in 2019, we will continue to innovate with our shared partners and look forward to reporting back on the many new and exciting use cases we have planned for the year.
John Veltri, Category Management & Nielsen Product Insider Product Manager
CatMan in the News
Following is a list of curated headlines from the year in chronological order. It is clear from these headlines, there is a lot of disruption taking place across the industry and that Category Management touches most of the areas that will need to innovate to keep up. The year starts off optimistically with the typical predictions for the year and ahead and broad sweeping headlines about the "boom" coming to a market near you. The tone, gradually changes as proclamations for change and innovation replace the general new year cheer. And then finally the year wraps up with questions about how to position for change.
Whatever your position on where category management will evolve to over 2019, there is fundamental reading in the posts below.
"Six big trends to watch in blended commerce" - chainstoreage.com (Jan 2018)
"Survey of 100+ Retailers Reveals Opportunity for Data-Driven Category Opimization and Improved Execution through Artificial intelligence" - globalnewswire.com (Mar 2018)
"The E-grocery boom" - financialexpress.com (May 2018)
"Shelf Management can boost retailer sales: Acosta Study" - progressivegrocer.com (May 2018)
"Category Management is getting modernized" - csnews.com (May 2018)
"Big CPG and mass retail supported each other, but now they're caught in the same spiral " - supermarketnews.com.com (May 2018)
"Fresh foods power growth in fast-moving consumer goods " - supermarketnews.com (Jun 2018)
"How general merchandise and Health and Beauty Care can drive growth in grocery retail" - smartbrief.com (Jul 2018)
"The power of data and insight to Category Management" - thegrocer.co.uk.com (Jul 2018)
"What consumers are buying in an "Amazon-ized" world" - progressivegrocer.com (Jul 2018)
"3 brick and mortar lessons for e-commerce" - retailcustomerexperience.com (Aug 2018)
"Is online grocery really going to explode in the US?" - supermarketnews.com (Aug 2018)
"Five category capabilities you need to succeed in a fragmented market" - igd.com (Aug 2018)
"Category Management: Grocery's Future is here" - progressivegrocer.com (Aug 2018)
"How CPG Brands and Retailers can remain competitive amid seismic change" - adage.com (Oct 2018)
"Kroger, Walgreens partner to pilot new store format" - chainstoreage.com (Oct 2018)
"Category Management Fundamentals: Know your retailer" - thegrocer.co.uk (Oct 2018)
"Needing to touch and feel groceries is like believing the earth is flat" - forbes.com (Nov 2018)
"LabelInsight reveals 2019 Transparency-powered trends in the food industry " - Labelinsight.com (Dec 2018)
"How to be a Category Captain in Today's CPG World" - progressivegrocer.com (Dec 2018)
"7 Amazon-obsesed retail predctions for 2019" - forbes.com (Dec 2018)
"Is it time to reinvent category management" - retailwire.com (Dec 2018)
Want to keep on top of news and views from around the industry and the latest developments in attribute driven category management?
About John Veltri
John leads Product Management for E-Commerce Insights at Label Insight. John has spent the last 8 years helping Brands & Retailers use insights and data to inform new product development, brand innovation, and e-commerce strategy. He’s passionate about empowering others to live healthier, happier lives, and has worked to bring technology products to market, helping brands like Purina, Conagra, Nielsen, IRI, and others use data to uncover trends and generate new revenue.