What is it?
End-to-end category management toolkit, used by retailer's commercial & marketing teams, to build and execute powerful category plans around assortment, price, promotions, innovation, own-label and communications. It combines strategic tools, software and insight reports, in addition to an industry-leading platform to collaborate with manufacturers on category planning, helping to deliver +2-5% like-for-like annualised sales growth.
Identify what matters
most to your customers
and operating margin
What questions can it help you answer?
How do I prioritise the categories most likely to drive customers to my stores? How do I ensure promotions are relevant and engaging?
How can I make stores easier to shop? How can I ensure availability, improved assortment and build joint category plans with suppliers?
Which categories should I be investing in more and why? How can I maximise ROI? Are my activities aligned to the business objectives?
the 6 key elements
Category Optimisation consists of six modules that support the different stages in the category management process. Select the strategic and executional modules that best meet your needs.
1 Establish the strategic role of each category and their priority
2 Prioritise levels of investment across categories
3 Prioritise the use of all available marketing levers for each category
4 Assess the effectiveness of currently used marketing levers
5 Create category strategies and plans to drive growth
6 Perform in-store & online assortment and merchandising reviews
WHAT RESULTS CAN YOU EXPECT?
Check some of the most inspiring achievements by dunnhumby clients.
(Canada) 700+ stores and 3M customers. dunnhumby’s partner for 7 years.
+2-10% continued category growth, driven by prioritisation, focus and improved allocation of resources
(Casino Group) 600+ stores across 6 different formats. dunnhumby’s partner since 2009.
+2% category growth ahead of the market with Category Optimisation across 25 priority categories
Africa’s largest retailer with 1000+ stores serving 27M customers.
+3% growth with optimised assortment and 2% category sales growth with improved merchandising
Return on investment you can expect:
Category Optimisation typically delivers between +2 and +5% like-for-like sales uplift.