Category Optimisation

Category Optimisation

Category Optimisation

Make better decisions for customers across category strategy, investment and execution

WATCH video of youtube Category Optimisation

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
Improve assortment,
merchandising and
p&p planning
Optimise investment
and operating margin
Boost category
performance &
grow sales

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 modules that best meet your needs in order to build a successful retail sales strategy.

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


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.

Subscribe to dunnhumby insights