Category Development

In today’s highly competitive business environment, the shopper must be at the center of all thinking. Traditionally, about 80% of purchasing decisions have been made in-store, and most are made unconsciously. Today, each category has to be tailored to new market conditions along with the digital transformation. As shopper behavior changes, the mix of categories and products has to change as well.

Starting with the shoppers and their shopping behavior, we use research, data and best practices across retailing for category management—from new products to new concept development.

Our step-by- step category development process is based on a scoreboard using KPIs. The RARI Score Board is designed for development on macro to micro level. Our methodology has been proven successful over the years, as the interactive process is engaging and easily monitored by all parties.