The new ECR Community Webinar Series offers a look at the 8-step Category Management (CM) approach, designed to help professionals understand and apply each stage effectively. This series will guide participants through the full CM process, from strategic alignment and gathering category insights to defining category roles, performing assessments, setting goals, implementing tactics, and reviewing performance outcomes.
In this webinar delivered by Françoise Acca (Consultant), Antoine Federici (Key Account Manager at Lindt), Frederic Hu (Head of Analytics and Strategy at Carrefour), and Chandra Nightingale (Global Shopper Strategy Manager at Lindt), explored the collaboration between Lindt and Carrefour to advance sustainable category management practices.
Carrefour showcased its ambitious transformation into a digital retail leader, driven by its innovative Carrefour Links platform. Frederic Hu detailed how Carrefour Links uses over 10 billion transactional data points to deliver actionable insights, helping partners like Lindt make precise, data-backed decisions. From optimizing promotional strategies to analysing shopper behaviours, the platform embodies Carrefour's commitment to fostering deeper supplier collaborations and unlocking shared growth potential.
Lindt brought its understanding of the chocolate market to the partnership. Antoine Federici and Chandra Nightingale shared how Lindt utilized Carrefour's data and tools to refine its approach, focusing on consumer preferences and emerging trends within the chocolate category. By aligning its strategy with Carrefour, Lindt has been able to deliver solutions that resonate with shoppers while contributing to sustainability goals, such as reducing packaging waste and supporting biodiversity initiatives.
Watch the webinar recording on the button below and download the presentation for more details.
