Category Management is Not Enough

Create a Holistic View of the Customer to Understand Performance Drivers

By Brian Murphy

In recent years retailers have primarily focused on achieving efficiencies and lowering costs through integrated supply chain management and operational focus. However, while improving processes and driving out costs, retailers must remain competitive by delivering the products, shopping experience, and service that the shopper values. This creates an elusive “black hole” of spending in marketing costs and measuring marketing efficiency.

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