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: — Context and research overview: what the data says about the future of Category — Key findings and the six systemic themes shaping the future Category operating model — Panel discussion: implications for Category teams across AI, collaboration & capability — Curated audience Q&A |
Key Timestamps 07:32 — The case for change 09:59 — AI readiness gap 14:09 — Capability benchmark 20:26 — Six themes shaping the future of Category 27:44 — Brian Harris on why the findings matter now 41:49 — From reporting the past to shaping the future |
Watch the webinar recording
Three key takeaways
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 75-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.
Find out more about private briefings