White Paper – Suppliers Failing To Recognise The Differences Between E-Category Management And Conventional Category Management
With predictions that 18% of all UK retail purchases will occur online this year and that, by 2040, up to 95% of purchases will be facilitated
by eCommerce1, FMCG suppliers should be addressing their e-category
management strategy as a priority.
Yet, despite 77% of UK adults having bought goods or services online,
four in ten purchases being made using only an online channel for
searching and buying, and millennials now making 54% of their purchases
online2, category management and shopper management specialist
Bridgethorne  says that not enough suppliers recognise the
differences between e-category management and conventional category
management and are consequently failing to build an optimum e-category
In its updated White Paper entitled Winning Online By Embracing
E-Category Management, Bridgethorne says it can see suppliers failing to
extend their category management skills to e-commerce, meaning that they
are not building insights from online shopper behaviour in order to
understand shoppers, retailers and categories more fully.
“Success in the e-commerce space requires adapting to a different
selling environment. Retailers will also be looking to their suppliers
to demonstrate a clear understanding of online insight and shopper
behaviour and how to grow their category online,” explains Clare
Adames, Head of eCommerce at Bridgethorne.
“This demands a greater focus on defining online categories, category
insights and the importance of optimising your ‘digital shelf’, all
of which are as pertinent to existing products as they are to new
For example, 70% of people now access the Internet via mobile and this
is growing at an exponential rate. Research shows that 56 % of consumers
have used a mobile device to research products at home, 38% have used a
mobile device to check inventory availability while on their way to a
store and 34% have used a mobile device to research products while in a
store. If the imagery and content of your products are not mobile
friendly, then you are not ready for ecommerce.
Having an e-category management strategy in place where you work closely
with the retailer will improve the user experience, making it easier for
shoppers to find, select and buy your products. This will deliver the
growth the retailer is seeking. Suppliers need to ensure they are not
late to the party on this, with those who embrace this likely to gain an
early mover advantage.
To obtain your copy of the White Paper, email Patrick Finlay at
1. Source: NASDAQ
2. Source: UPS