Webinar discussion: The Future of Category Management
This webinar explores the headline findings from Optima Retail’s first public research into how Category capability and commercial decision-making are evolving across FMCG and retail. The discussion with Dr Brian Harris and Graeme Scott-Dodd looks at where current models are coming under pressure, what those findings may mean for Category’s future role, and which commercial changes are likely to matter most over the next 3 to 5 years.
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The session is structured around four parts:
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Key Timestamps
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Watch the webinar recording
Three key takeaways
If you only take three things from the discussion, start here.
If you only take three things from the discussion, start here.
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Category remains strategically endorsed
- but structurally exposed The research suggests that Category still matters, but many current structures and ways of working are no longer fully fit for purpose in today’s environment. |
The commercial system around
Category is shifting The discussion explores how changes in data, AI, collaboration and decision-making are reshaping the wider operating system in which Category now has to work. |
Capability alignment will matter more
over the next few years The organisations that respond best are likely to be those that better align strategy, analytics, execution and influence as the environment becomes more connected and more demanding. |
The Panel
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Dr. Brian Harris
Dr Brian Harris pioneered the concept of Category Management in the late 1980s and remains one of the field’s most influential voices. In this discussion, he helps place the research in the context of what Category was originally designed to do, and why it now faces renewed pressure to evolve. |
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Graeme Scott-Dodd
Graeme Scott-Dodd brings a practical commercial perspective shaped by experience across FMCG, retail-facing decision environments, and capability development. In this discussion, he helps translate the research themes into the realities of operating models, cross-functional working and commercial execution. |
Explore what the research means for your organisation
The webinar explores what is changing. A private briefing explores what it means for your organisation specifically.
In a focused 90-minute leadership session, you get access to the full research - including the deeper sub-themes, qualitative insights and proprietary frameworks not included in the public summary as well as a substantive takeaway deck. An optional CCAI™ Benchmark add-on provides a structured calibration of your current capabilities against the 50-supplier benchmark - so you leave with both a sectoral view of where Category is heading and a specific view of where your own organisation stands.
In a focused 90-minute leadership session, you get access to the full research - including the deeper sub-themes, qualitative insights and proprietary frameworks not included in the public summary as well as a substantive takeaway deck. An optional CCAI™ Benchmark add-on provides a structured calibration of your current capabilities against the 50-supplier benchmark - so you leave with both a sectoral view of where Category is heading and a specific view of where your own organisation stands.