Category Management

Category Management2024-03-26T17:32:38+00:00

Category Management

Category Management is a cornerstone activity within ECR ever since the ECR 8 step approach to Category Management was developed in 1996. It is a global practice and ever changing as companies gather more data & insights, utilise modern technology and integrate with shopper marketing and advertising campaigns. The growth of online retailing requires new online CatMan techniques & processes which are in an early developmental stage.

This group is supported by Dr. Brian Harris, the expert in Category Management who coined the phrase back in 1996, and Luc Demeulenaere of Senior advisor DEMEULENAERE & CO, who both co-authored the ECR Consumer and Shopper Journey Framework report [2011] and were part of the newest ECR Community publication, Category Management Yesterday, Today & Tomorrow [2020]. To download these reports see our Resources section.

Hot Topics Webinar Schedule for 2023/2024:

  1. Collaboration – 19 Sep ’23
  2. Shopper Insights (Focus on Gen Z) – 19 Oct ’23
  3. Omni Channel CatMan – 12 Dec ’23
  4. Technology & Tools for CatMan – 20 Feb ’24
  5. Sustainability & CatMan – 09 April ’24
  6. Category Vision –  13 Jun’ 24

Steering Committee

Our steering committee is chaired by Declan Carolan of ECR Ireland. For further information about the work the group is doing please contact


In 2022, ECR Community established a global Category Management Network. Comprised of a group of international experts on this topic, its purpose is to
– Develop & share CM knowledge & experience.
– Track latest relevant CM related hot topics & technologies
– Focus on effective interaction & collaboration
– Provide a valuable forum for showcases, discussion, debate & learning.

Please contact if interested in participating.

For 2022 #ECRCatManNetwork Webinars click here.

For 2021 webinars on our publication: An ECR Community Review of Current Practices in Category Management 2020, click here.

CatMan Network Webinars 2024

CatMan Network Webinars 2023