But ours is a different age. People live serial lives-moving constantly through adulthood, changing careers often. As a society we lack the stable roots enjoyed by the generations that built American retailing. We no longer have the luxury of selling to our lifelong friends and neighbors. In such a climate, nothing is more critical than data.
Good data is the fuel that drives effective category management.
Given the customer count of the average Kroger or Wal-Mart, the ability to sell depends on the ability to 'know' a customer. If category partners are not honest with each other, then effective category management is impossible. Imagination As scientific as retailing has become, there is still no substitute for imagination at retail. Category management must be more than a formulaic presentation of related SKUs. Knowing what has sold is simply not a substitute for knowing what might sell.