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June 17, 2008 by AS

Instore retailing and what it teaches us about selling online….

Great post from eConsultancy:

”

I recently attended an event in Amsterdam which gathered together senior etailers from across Europe (kindly sponsored by Fredhopper – I owe them at least that plug…).

For me the most fascinating talk was by the VP Merchandising & Buying at a major European multi-channel retailer. It reminded me just how much we still have to learn about how online selling works, and how much we can apply from offline.

The focus of the talk was about (offline / in-store) Category Management.

Now this a BIG topic. There is even a “Category Management Association” focused on “Advancing professional standards in category management”. Within category management you have all sorts of sub-areas e.g.:

- Category Definition
- Category Role
- Category Scorecards
- Format Management
- Assortment Breadth & Depth
- Customer Decision Trees…

We were talked through this supermarket’s key categories: “Destination”, “Traffic”, “Routine Volume”, “Routine Assortment”, “Impulse”.”

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