1、ECATMAN AND THE PATH TO OMNI-CATEGORY MANAGEMENTDIGITAL SHELF INSTITUTE(DSI)AND THE PARTNERING GROUP(TPG)ECATMAN REPORTECATMAN AND THE PATH TO OMNI-CATEGORY MANAGEMENTThe Building Blocks of Ecommerce To Win in OmnichannelP A G E 2 O F 2 5ECATMAN AND THE PATH TO OMNI-CATEGORY MANAGEMENTWhy Are We Res

2、earching This?Traditional category management is how brands manage retailer product categories to create a cohesive in-store shopping experience for their consumers.It was designed to better organize in-store shopping experiences with limited/dedicated aisle spaces(e.g.,pet food in the pet aisle).Bu

3、t ecommerce has changed the category definition by introducing an endless aisle and shopping methods added complexity to the omnichannel shopping journey,including visits to the online store before and after visiting the physical store.As a result,brands are increasingly focusing on ecommerce catego

4、ry management(eCatman)as they fight for market share and profitability.Based on Profiteros “2024 eCommerce Organizational Benchmark Study,”72%of top brands have dedicated eCategory management roles on their teams.However,they need guidance on how and where to incorporate an eCatman discipline into t

5、heir organization and how to implement overall omnichannel strategy execution.This research will give them a better understanding of the advantages and fundamentals of eCatman and how when fused with a store-based category view they form a valuable omnichannel category leadership advantage for criti

6、cal suppliers.Who Did We Interview?The Digital Shelf Institute(DSI)collaborated with The Partnering Group(TPG)to interview two retailers and 11 leaders across personal care;food and beverage;health care;and hardware brands about their eCatman strategies and how theyre structuring their teams to comp