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Connect category management to the shopper experience

Bussiness InsightsBy 23 Comments2 Mins Read


Connecting shelves and strategies

By breaking down silos and leveraging store-level insights, retailers can better meet shopper needs.

“Execution teams are the front-line storytellers of shopper behavior,” said Heather Campaign, vice president of growth strategy. epsilon. “When their insights are fed back into planning, organizations move from being reactive to being responsive, closing the loop between shelf and strategy.”

Large retailers may have more silos, but they may also have access to vast amounts of information to identify trends that can be leveraged at a national or local level. This can be accomplished through promotions and product assortments designed to meet the needs of the community.

For example, shopper data makes assortments and product sales much more accurate and customer-driven than before, he said. CVS media exchange Kristen DiColto, head of marketing.

“Rather than relying solely on broad category forecasts, retailers can now leverage loyalty insights, first-party front-store data, and retail media reporting to understand which products resonate with specific customers in specific locations,” DiCorleto said.

By aligning category, brand, and store teams from the beginning of marketing campaigns, you eliminate inefficiencies due to duplicate spend and make it easier to share KPIs. CMX is a campaign that combines in-store activations, off-site media, and seasonal promotions, allowing you to integrate existing shopper data and gather new learnings to plan for what’s next.

Closed-loop CMX campaigns allow companies to see not only how their ads are performing, but also how they can drive sales growth, attract buyers new to the brand, and generate excitement in new categories, DiColto said.

“These insights feed directly into merchandising decisions, helping us know which products deserve more shelf space, which categories are ready for expansion, and how to design in-store activations that reflect real shopper behavior,” she said.

The ability to track loyalty, point-of-sale, retail media, and real-time in-store data leading to purchase facilitates product assortment planning while also enabling digital discovery to drive travel.

“The future of category management is shared,” Campaign emphasized. “When retailers and brands plan for the same people-based data and AI models, they’re coordinating shelves, screens, and shoppers. Collaboration isn’t just a nice-to-have, it’s a way for everyone to benefit.”



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