In today's competitive environment, retailers need to differentiate to attract shoppers and increase their loyalty. Fresh categories in general, and fresh bakery more specifically play an increasingly important role to build store image and drive traffic. Category management can help create the best marketing mix for baked goods. Stefan Eggermont is Global Customer Marketing Manager at Puratos and explains about Puratos' category management approach.
A unique category management approach
"At Puratos we have developed a unique category management approach considering the specificities of the fresh bakery category. We help our customers optimize their marketing mix, aimed directly at target shoppers and total category growth. We provide integrated advices based on three pillars: product range, production and merchandising."
Data driven decisions
"Retailers often rely on expert knowledge and support from their suppliers to help create their category strategy and approach. Until recently, category management in fresh categories has been left behind. But that is changing rapidly. Category management is a data driven discipline. We base our category advice on a profound analysis of different data sources."
To read the rest of the story, please go to: Puratos Taste Tomorrow
