A evolução do gerenciamento por categorias

The evolution of category management analysis by Thomas W. Gruen Colorado Springs

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Category management has always been critical to the ultimate success of ECR. Re-engineering supply side relationships has lowered costs. However, results from the demand side have been more anecdotal and less demonstrable. Even after many years, firms are still struggling to achieve the full benefits of category management. At the 2001 ECR-Europe conference in Glasgow, several case presentations on category management highlighted many of these challenges. From my North American perspective, they do not seem unique to Europe. Rather, they are global and generally evolutionary in nature. Based on the reports from Glasgow, along with my own research in and involvement with category management, I have identified five key developments that practitioners of category management currently must address to assure future success in their efforts. These are: 1. Managing multiple suppliers to create

a more exciting shopping experience, shift the category management focus from category “efficiency” to include a “consumer response” that is positive. 2. Expanding beyond a single category, product focus to multiple categories designed to address a consumer solution, where co-ordination goes well beyond juggling competing suppliers within a single category to co-ordinating complementary suppliers across categories. 3. Simplification and efficiency in category management planning, moving from “heavy on inputs – light on outputs” to “light on inputs – heavy on outputs”. 4. Shifting the category management focus from a project to a core process orientation. 5. Web-services and e-category management – delivering category management in an open and competitive environment. Having attended ECR conferences in the

illustration by lars fiske

© ecr

journal

vol. 2, no. 1

spring 2002

Category management may be difficult but it is critical for retail success. Experienced practitioners are