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 Brian Harris, the expert in Category Management who coined the phrase back in 1996, and Luc Demeulenaere of Shopting, 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.

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

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