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Category Managers administer and steer the "Top-to-Top" relationships between retailers and suppliers while implementing consumer-centric strategies that drive growth for the category. Category Managers identify and develop strategic solutions and annual plans that drive profitable category growth and achieve retailer objectives while also meeting internal sales objectives. They accomplish this by leveraging data-driven processes and reporting covering issues such as:
- Item Optimization
- Planogram Optimization
- In-store Merchandising
- Price Elasticity
- Promotion Planning and Auditing
- Customer Demand Planning
- Market Share Tracking
In order to be successful in this role, Category Managers need to continuously develop and update category plans that drive retailer and internal priorities. This entails combining data from multiple sources that come with differing data fields and definitions. Category Managers need one single view of the category that puts all the information together concisely and uniformly, and in a timely enough basis to take action with retailers.
Velocity is a key enabling factor for success in category management strategy and execution. It enables Category Managers to seamlessly combine retailer direct data (POS) with syndicated, demographics and other data sources to present the whole picture of the category. It is the "one stop shop" for turning retail insights into action.
Velocity provides best practices guidance for Category Managers' common issues and opportunities along with the flexibility for ad-hoc queries and reporting to suit the specific needs of the category or company. Here are just a few samples of the retail insights that Velocity can provide to Category Managers on a continuous basis.
- YTD Category Sales Percent Change
- YTD Category Item Detail Volume Percent Change
- YTD Category Unit Average Price Increase
- Cross Category Sales Importance, Volume and Gap Analysis
- Segment Share, Trends, Performance and Gap Analysis
- Stores with YTD X% Category Sales Increase
- Subcategory Percent Sales of General Category for all Stores
- Subcategory Performance Rank
- Category Rank based on Volume Sales Relative to all the Subcategories in the General Category
- Category Dollar Share and Sales Growth Across Trade Channel
- Competitive Price Comparison
- Brand Importance Comparison
- Promotional Dollar Sales Trend
- Category Product Mix Comparison Analysis
- Not-carried and Slow Moving Category Products Analysis
- Category Price Analysis (Price Elasticity)
- Category Growth Analysis
- Planogram Profitability Reports by Geography or Demographic
- Promotional Lift by Geography and Product
- Category Scorecard
- Top X or New Items Not Carried
- SKU Contribution
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