{"id":3342,"date":"2020-09-29T14:48:52","date_gmt":"2020-09-29T14:48:52","guid":{"rendered":"https:\/\/pospotential.com\/?p=3342"},"modified":"2024-05-07T10:27:12","modified_gmt":"2024-05-07T10:27:12","slug":"lets-talk-about-category-management","status":"publish","type":"post","link":"https:\/\/pospotential.com\/en\/blog\/lets-talk-about-category-management\/","title":{"rendered":"Let&#8217;s talk about Category Management"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-eedadcd28fcbc1ad259123753e1bc625\">\n.avia-section.av-k4cn8vd6-eedadcd28fcbc1ad259123753e1bc625{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/category-management-dark-1.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-eedadcd28fcbc1ad259123753e1bc625 main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3342'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-ba490ea48cc07f188fa669778728e78b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">Let&#8217;s talk about Category Management<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-ff89aa54af14cacddff0d1699911a9bd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Gilles Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-c81f0ab890b3317838c8710bab5e46d9\">\n.avia-image-container.av-k4cnl2wg-c81f0ab890b3317838c8710bab5e46d9 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-c81f0ab890b3317838c8710bab5e46d9 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-c81f0ab890b3317838c8710bab5e46d9 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-3346 avia-img-lazy-loading-not-3346 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management.png\" alt='category management' title='category_management'  height=\"664\" width=\"780\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management.png 780w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-300x255.png 300w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-768x654.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management-705x600.png 705w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>As any professional from the FMCG world can tell you, <strong style=\"color: var(--verde1);\">25 years after <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a> crossed the Atlantic, it still hasn\u2019t become the standard for collaboration<\/strong> between retailers and suppliers that it promised to be.<\/p>\n<p>It\u2019s true that <strong style=\"color: var(--verde1);\"><a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/trade-marketing\/\">Trade Marketing<\/a>, <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a> or <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper-marketing\/\">Shopper Marketing<\/a> functions are no longer the exclusive territory of the most important multinationals<\/strong>, as was the case in the 90s. Regardless of what we call them, the reality of what happens is often very different from their initial expectations. If the retailer pays greater attention to each supplier\u2019s specifications and the channel in their development plans, their hands become tied by the trade concentration and therefore their negotiating power. As a result, too little emphasis is placed on the shop\u2019s philosophy and putting <strong><a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper\/\">shopper<\/a><\/strong> satisfaction at the center of its strategy.<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 1092px; top: 131.188px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3342'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><blockquote>\n<p><strong>\u201cTo grow categories together in a profitable way by satisfying <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper\/\">shoppers<\/a>&#8216; expectations in the best possible way.\u201d<\/strong><\/p>\n<\/blockquote>\n<p>This could be another definition of the <strong><a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a><\/strong> process and, at conferences, lectures and on the web, most retailers and suppliers seem to agree that there\u2019s a common interest in working together in this way. If this is the case: why is it still not a standard process?<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 282px; top: 130.75px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><ol>\n<li>Category definition<\/li>\n<li>Category role<\/li>\n<li>Category assessment<\/li>\n<li>Category targets<\/li>\n<li>Category strategy<\/li>\n<li>Category tactics<\/li>\n<li>Plan implementation<\/li>\n<li>Process review<\/li>\n<\/ol>\n<p>Apart from these established eight steps, here at POS Potential we believe that there are <strong style=\"color: var(--verde1);\">three essential factors<\/strong> that need to be present to effectively carry out a <strong><a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a><\/strong> process. They are:<\/p>\n<ul>\n<li><strong style=\"color: var(--verde1);\">Openness<\/strong><\/li>\n<li><strong style=\"color: var(--verde1);\">Trust<\/strong><\/li>\n<li><strong style=\"color: var(--verde1);\">Information<\/strong><\/li>\n<\/ul>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 196px; top: 232px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5\">\n.flex_column.av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-7wi4n-81a5d88ae8dc21ce2c2aabebeba0a7b5 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cnl2wg-67522bfe2b51b304731004d3a7fe86e5\">\n.avia-image-container.av-k4cnl2wg-67522bfe2b51b304731004d3a7fe86e5 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-k4cnl2wg-67522bfe2b51b304731004d3a7fe86e5 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-k4cnl2wg-67522bfe2b51b304731004d3a7fe86e5 av-styling-no-styling avia_animated_image av-animated-when-visible-95 fade-in avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-3350 avia-img-lazy-loading-not-3350 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management2.png\" alt='category management' title='category_management2'  height=\"664\" width=\"780\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/category_management2.png 780w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-300x255.png 300w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-768x654.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/category_management2-705x600.png 705w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3342'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p><strong>Openness from both parties involves agreeing to leave confrontation<\/strong> to one side and accepting that, even for the retailer, the brand isn\u2019t always the be all and end all. They must also appreciate that the supplier may not be an expert in each of the hundreds of categories present in its shops. <strong>What\u2019s more, they must accept that sometimes a category\u2019s function and importance<\/strong> may not overlap for both parties: products that are fundamental for the retailer may be \u2018routine\u2019 or \u2018occasional\u2019 for a supplier, depending on the positioning of its chain.<\/p>\n<p><strong>Trust involves listening, understanding, sharing<\/strong>, admitting doubts \u2013 and perhaps even weaknesses \u2013 and accepting that collaboration should benefit to both parties.<\/p>\n<p><strong>If we have an open and trusting attitude, we can share the essential element that is so often missing in these projects: information<\/strong>. How many initiatives fall by the wayside or are reduced to a classic planogram exercise which, let&#8217;s face it, is more a tactic than a goal?<\/p>\n<\/div><\/section><\/div>\n\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2dm5pl-01f9296144a2434c14799bffad9c3731\">\n.flex_column.av-2dm5pl-01f9296144a2434c14799bffad9c3731{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2dm5pl-01f9296144a2434c14799bffad9c3731 av_one_full first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-kets2qb8-20eb585efed8418ec84eef5f70b05126 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Because, in the end, <strong style=\"color: var(--verde1);\">without quantitative information like <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/sell-out-data\/\">sell out data<\/a> or loyalty card data (with 90% of this info coming from the supplier), there is no <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a> process<\/strong>. Even if the data is available, the technical challenges involved in converting the raw numbers into actionable insights and growth-drivers may exceed the capabilities and resources of even some of the most prominent companies. This could be due to lack of time, personnel or techniques, or simply because their priorities are more focused on producing, distributing, inventing and negotiating\/selling rather than \u2018chewing over\u2019 the data.<\/p>\n<p>That is why \u2013 in addition to openness, trust and availability of raw data \u2013 it\u2019s important to be able to count on a partner that can speed up the process to implementation. A partner who obviously possesses a <strong style=\"color: var(--verde1);\">high level of data-processing abilities<\/strong>, but also provides quick analysis, has extensive sector experience and who is able to understand all your needs \u2013 helping you identify insights and opportunities, while guaranteeing trust, transparency and honesty. <strong style=\"color: var(--verde1);\">Ready to kick-start your <a href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">Category Management<\/a> processes? At POS Potential, we&#8217;re sure we can help! <\/strong><\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 447px; top: 251.188px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<\/div><\/section><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_4'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-3342'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-79ff81c021393065cee878051452f6a6\">\n.flex_column.av-av_one_full-79ff81c021393065cee878051452f6a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-79ff81c021393065cee878051452f6a6 av_one_full first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kfo3bvot-83fcfad9f255ec6e07c99aa72b47e209\">\n#top .av_textblock_section.av-kfo3bvot-83fcfad9f255ec6e07c99aa72b47e209 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-kfo3bvot-83fcfad9f255ec6e07c99aa72b47e209 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2>If you\u2019re reading this, you\u2019re one step away from selling more and better! Did you enjoy the read? Please, tell us more!<\/h2>\n<\/div><\/section><br \/>\n<\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-79ff81c021393065cee878051452f6a6\">\n.flex_column.av-av_one_full-79ff81c021393065cee878051452f6a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-79ff81c021393065cee878051452f6a6 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As any professional from the FMCG world can tell you, 25 years after Category Management crossed the Atlantic, it still hasn\u2019t become the standard for collaboration between retailers and suppliers that it promised to be.<\/p>\n","protected":false},"author":7,"featured_media":3887,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[24,29,21],"class_list":["post-3342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-big-data","tag-category-management","tag-fmcg"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/comments?post=3342"}],"version-history":[{"count":10,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3342\/revisions"}],"predecessor-version":[{"id":8339,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/3342\/revisions\/8339"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media\/3887"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media?parent=3342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/categories?post=3342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/tags?post=3342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}