REPORT

eCatman and the Path to Omni-Category Management

The Building Blocks of Ecommerce to Win in Omnichannel

Traditional category management is how brands manage retailer product categories to create a cohesive in-store shopping experience for their consumers. It was designed to better organize in-store shopping experiences with limited/dedicated aisle spaces (e.g., pet food in the pet aisle). 

But ecommerce has changed the category definition by introducing an endless aisle — and shopping methods added complexity to the omnichannel shopping journey, including visits to the online store before and after visiting the physical store.

As a result, brands are increasingly focusing on ecommerce category management (eCatman) as they fight for market share and profitability. 

The Digital Shelf Institute (DSI) partnered with the Partnering Group (TPG) on a new report to explore how brands and retailers are creating eCatman teams in their organizations to have more collaborative conversations around category management.

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