Research and insight on how Category and commercial decision-making are evolving,
where current models are coming under pressure, and how commercial strategy and capability must adapt.
where current models are coming under pressure, and how commercial strategy and capability must adapt.
Category Management was originally designed for a different commercial environment.
Category Management was built for a simpler commercial world. For decades it has shaped how suppliers and retailers structure decisions on pricing, promotion, assortment and shopper strategy - and those foundations remain relevant. But the environment has changed.
Decisions are more interconnected, data volumes have grown dramatically, and many organisations are finding that while the principles still hold, the structures and capabilities around Category are struggling to keep pace.
This shift raises an important question: how must Category capability evolve to remain effective?
Decisions are more interconnected, data volumes have grown dramatically, and many organisations are finding that while the principles still hold, the structures and capabilities around Category are struggling to keep pace.
This shift raises an important question: how must Category capability evolve to remain effective?
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Future of Category Research
Optima Retail has been researching how Category capability is evolving as organisations adapt to increasingly data-driven approaches to commercial decision-making. The work combines quantitative input from more than 100 industry participants with over 30 hours of qualitative interviews with senior Category and commercial leaders, exploring the structural shifts shaping the future of Category Management. |
Category Capability Benchmark (CCAI™)
Many organisations recognise that Category capability must evolve, but lack a clear and structured way to assess where their organisation currently stands today. The Category Capability Benchmark (CCAI™) provides an independent view of how organisational capability compares with emerging industry practices, helping leadership teams understand both their strengths and the areas most likely to require development. |
How Optima helps organisations respond
Research-led support designed to help leadership teams interpret change, assess where capability is falling behind, and respond in practice.
Research-led support designed to help leadership teams interpret change, assess where capability is falling behind, and respond in practice.
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Commercial Clarity
We help organisations make sense of complex commercial challenges by bringing together research, market context and practical judgement. This creates clearer direction on where pressure is building, what it may be costing the business, and where leadership attention is most needed. |
Better Decision-Making
We help teams connect decisions that are too often managed separately, including Category, Sales, RGM, analytics and commercial planning. This improves alignment, sharpens priorities and supports decisions that hold up more effectively when functions, incentives and trading pressures pull in different directions. |
Capability Development
We help organisations build the judgement, confidence and shared language needed to operate effectively in a more complex, data-rich environment. This turns insight into practical change by strengthening how teams work, decide and execute over time. |
"After using the service in UK, we expanded to Europe and then to Global."
General Manager, Europe - Global Brand Owner
General Manager, Europe - Global Brand Owner
Optima supports organisations through private research briefings, advisory support and applied capability development.
Explore the offer to see what each route is designed to do, and where it may add the most value for you.
Explore the offer to see what each route is designed to do, and where it may add the most value for you.
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