Category Optimisation

Category Optimisation

Category Optimisation

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


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?

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

Return on investment

Category Optimisation typically delivers between +2 and +5% like-for-like sales uplift.


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

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