When we start category strategy projects - one of the first things we help teams with, is to understand and reflect on their unconscious bias - so they can open up their thinking - and open up the possibilities and opportunities too!
Category Captain isa concept that was introduced in the 1980s and is a term commonly used in the retail industry to describe a strategic partnership between a retailer and a supplier.
In this blog post, Dynamic Reasoning will explore what Category Captain means, how it works, the benefits it can bring to both parties involved and it's relevance to today's FMCG and CPG brands.
Demand for online grocery has soared but the majority of online purchases are planned which retailer sites actively encourage with previous shopping lists. This makes it hard to disrupt the shopper's decision-making process, so we look at ideas to encourage trial and repeat of FMCG brands online
