What is Category Management?
Category Management is used in retail as part of the product mix policy and is a strategic business unit managing product clusters. Their goal is react efficiently to consumer demand (Efficient Consumer Response). Categories are seen as business units and are marketed as a whole, instead of single products or brands. In Category Management, industry and retail, meaning the producer and the seller, are working closely together. Fundamental data for Category Management, CM in short, is qualitative and quantitative market research. Based on consumer demand products are clustered by their usage or by search behaviour of customers.
Category Management as counterpart of Supply Chain Management
Category Management is often described as the counterpart of Supply Chain Management. While Supply Chain Management controls all the streams of the value-added process in production – from raw materials to the end product – Category Management is focused on the end consumer. The goal of CM is providing the right offer of the right assortment of goods at the ideal place at the right time in the most fitting amount.
Category Management with the help of airmates
What happens when at the opening of a new flagship store a crucial product is missing, such as a dress from the newest designer collection and the category management goals can’t be met without it? Enter the On Board Couriers of airmates, who will deliver that dress personally in the fastest possible way. Our On Board Couriers are booked in a minute, work 100% reliably and bring your product wherever it is needed – worldwide.