ECR Community Publishes Major Category Management Report

By Steve Wynne-Jones
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ECR Community Publishes Major Category Management Report

ECR Community has published a global review of category management practices across the retail and consumer goods sectors.

The 200-page review, Category Management Yesterday, Today & Tomorrow – An ECR Community Review of current practices in Category Management 2020, includes 14 global case studies, three ECR Community Reports and major insights articles on category management, shopper marketing and relevant technology.

According to ECR Community, the publication, which was supported by dunnhumby and Hoffrogge, 'gives both a historic and a future view on the methodology for how to go-to-market as a retailer or a product manufacturer and is food for thought to all who have an interest in the business of value creation with the consumer and the shopper'.

Among the firms that contributed to the report are retailers such as Rewe Group, Musgrave, Metro, Rainbow Department Store and Raia Drogasil, as well as suppliers including Nestlé, Coca-Cola, Heineken, Peroni, Barilla, Lactalis and Mars.

The review also features insight articles from leading experts in category management and shopper behaviour, including Dr. Brian Harris, Luc Demeulenaere, Ken Hughes, David Ciancio and Claudio Czapski.


Embracing The Future

“A clear lesson from the pandemic for brands and retailers is that we are standing at the portal of the future, and that we’re never going back to the way it used to be," commented David Ciancio, duhnhumby.

"Fortunately, we have guiding frameworks, especially that of category management, to help us navigate and remain fit for the future and relevant to consumers. This report shares current best practices of vital, essential, and future-proof category management.”

The publication of the review follows three other major reports on category management by ECR Community, including the ECR Europe Category Management Best Practices Report (1997), Day to Day Category Management (2000) and The Consumer and Shopper Journey Framework (2011).

“From the student who has a career ambition to the practitioner, to higher management, this publication will stimulate new ideas and build greater understanding of why businesses win or lose because of changing market dynamics and not in the least, recently in situations of economic crisis, when consumer and shopper behaviour change significantly," commented Declan Carolan, co-chair of ECR Community and general manager, ECR Ireland.


The report is available to download free of charge at

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine

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