Category Management
Make better category decisions with a customer-centric approach that connects strategy, planning, and execution
Category Management has become too complex for manual decision-making. Fragmented data and competing priorities mean retailers still struggle to connect decisions across assortment, pricing, and promotions - making it difficult to respond to how customers actually shop and optimise outcomes end-to-end.
Decisions are still shaped by assumptions rather than real customer behaviour
Planning is siloed across key commercial levers
Teams struggle to balance customer, commercial, and operational priorities
Decision-making is too slow to respond to changing conditions
dunnhumby helps retailers move beyond manual, assumption-led planning, using advanced, retailer-built data science to drive customer-centric decisions at scale.
By automating and optimising decisions across assortment, pricing, and promotions, we connect category strategy to everyday execution - helping teams respond faster, balance competing priorities, and deliver stronger commercial outcomes.
Identify the categories that matter most based on customer and commercial impact
Build strategies grounded in real customer behaviour, not assumptions
Optimise decisions across assortment, space, price, and promotions at scale
Align teams and suppliers around a single, actionable view of category performance
Continuously monitor performance and refine decisions with data science-led recommendations
Turn category strategy into commercial success
Bring consistency and focus to your Category Management activities, turning high-level strategy into tangible commercial results.
Our solutions
Our solutions
Assortment
Create customer-led assortment recommendations that reflect real customer behaviour
Price & Promotion
Maximise customer investment across pricing and promotions
Performance Insights
See what’s really driving performance by connecting customer behaviours to commercial outcomes
2-5%
sales uplift through improved assortment and execution
2-10%
category growth against the market average
~10x
ROI from our Category Management solutions
Optimising price with Category Management
One U.S. retailer lacked the tools and insight needed to review fresh beef pricing effectively, with previous attempts delivering limited impact. dunnhumby identified where pricing was suppressing demand, and used targeted optimisation to drive growth.
24% visit uplift following price optimisation
35% increase in unit sales
10% sales uplift ($899K annually)
Analyst recognition
Meet our Category Management expert
Charles Llewellyn, Global Head of Retail
“Most Category Management work optimises answers that never reach the shelf. Real-world constraints like supply, availability, and execution can undo even the smartest plans.
The next generation of Category Management focuses on decisions that can actually be executed. It puts real customer behaviour at the centre, using retailer-built science at global scale to drive better decisions.”
Thought leadership
Contact us
Get in touch and discover how we can help you succeed by putting your customers first.