Improving your Category & Range Review Results

Get the most out of your category and business reviews!

Let our team of experts help you to improve the results of your category and range reviews using our proven methodologies and extensive industry experience.

With thousands of products entering the Australian and New Zealand markets each year, only a handful of these will EVER reach the retail shelves.

Many of these products are innovative, fresh, and exciting, but are they what the category needs? And how do they align with your retail chains category development plans?

To ensure that the right products are being introduced to already limited shelf space within each category, retailers will conduct category reviews, also known as a business review.

An effective category and range review process is an opportunity for brand manufacturers and the retail buyer to develop a collaborative working relationship that is focused on growing the category and improving the shopper’s in-store experience.

How to get the BEST results from your Category & Range Review

Your category and business review is your opportunity to work with your retail buyer to develop a positive working relationship.

Your goal should be to align the KPI’s of both companies and to decide the BEST range and shelf layout that will grow the category and ultimately benefit the consumer at the shelf.

Understand how reviews work.

The first thing to know is that each retailer will most likely have their own way of conducting category reviews. No two categories are the same, and no two retailers are, either.

But there are some commonalities among category reviews, such as pricing information, growth information, or how products might best be merchandised in stores.

This is a key sales opportunity for your business.  Have the right resources and skills in place to build your BEST category argument and to gain the MOST from your business review

Determine the KPI’s of your Retail Buyer

Each retail chain and the category buyer you will deal with will have a different set of objectives (KPIs). It’s crucial that you understand what these drivers are e.g. sales, profit, turns, category growth etc.

Know your Category and your Range

Utilise your consumer shopping sales data to analyse your category and understand the category trends and growth opportunities. Have a clear picture of which of your products need to be introduced (or removed) and why? 

Understand the Category Influencer Metrics

The Category Influencer Metrics is a set of business rules or criteria which retail chains such as Woolworths, Coles and Metcash (IGA) use to determine the BEST product range to meet their business performance criteria (performance KPI’s).

Determine your Product and Category Risks

It’s important that you build resilience around your product range. Take some time to review your product portfolio and plan for which products should be recommended for deletion to make way for new growth (and sales) opportunities.

Plan out your Retail Activation Tasks

There is nothing more embarrassing for retail account managers than not having the trade activation tasks completed on time. Create a trade marketing checklist which contains items such as GS1 Barcode Reports, Planograms, Retail Buying Forms, National Product Catalogue (NPC), RangeMe, and Trade Samples etc.   

Prepare for your Category Review Sales Presentation

You only get ONE CHANCE to impress your retail buyer and present your category plan. It’s critical that your sales and account managers are well-prepared, and have a quality sales toolkit.

Ensure that you have all the supporting data analysis prepared in easy-to-understand graphical reports, planograms, buying forms, presentation slide deck, and of course, a well-rehearsed retail argument.

Move your Business to Digital

rev™ Branding has helped connect the world’s leading consumer brands with retail buyers through beautifully designed digital brand experiences.  We help you to turn a traditional product launch into a carefully orchestrated brand experience using a range of digital brand marketing tools.

rev™ Branding has been able to provide our business with a range of category development services to improve our category review process AND boost the selling skills of our the sales team who deal with our major retail customers like Coles, Woolworths and Metcash.

Elyse Hockley – Simplot Australia

Category and Range Review Improvement Programs

For over 20-years, our rev™ Branding has helped 70 of the top 100 Global FMCG / CPG brands to optimise their New Product Development, Brand Launch, and Brand Marketing process.

Using proven methodologies and our extensive industry experience, we can provide an expert team of overflow resources to help you manage the business tasks involved within your NPD, Category Review, and Product Launch Process.

rev™ Go-to-Shelf Solutions help you to achieve;

• Achieve speed-to-market for your NPD and NPI process
• Build credibility and position your company as a category champion
• Improve your ranging, distribution and retailer shelf space management
• Achieve your category milestones to ultimately sell more products
• Optimise and scale your NPD, Product Launch and Brand Marketing.

1. Category and Range Review Service

A professional outsourcing service that helps companies through their category review process.  Our experienced team work with you to assess the performance of the category and to determine the best range selection that benefits the retail buyer’s KPIs and the overall development of the category.

Service covers:
• Category Strategy
• Category Tactics
• Category Alignment
• Range Analysis & Tail Assessments
• Range Management
• Category Influencer Metrics
• Trade Pricing Maths
• Category Presentations
• NPD Introduction & Analysis.

2. Visual Merchandising Review Service

Navigating retailer range reviews to gain ranging of products utilising our highly experienced team.  Tailored services for smaller suppliers operating within tier-2 & 3 categories.  These companies are more focused on category positioning and layouts than a detailed analysis of consumer sales data.  We help you to decide the most relevant product range and create layouts that meet your retail buyers’ store design and business objectives.

Service covers:
• Category Strategy
• Category Tactics
• Category Alignment
• Category Influencer Metrics
• Range Management
• Trade Pricing Maths
• Visual Merchandise Display Plan
• Category Presentations
• NPD Go-to-Market Presentations.

3. Sales Presentation Toolkit & Sales Training

Get the most out of your business review meetings and presentations. Our sales-ready toolkit ensures that your account managers and sales team have easy access to relevant category information, development plans and sales tools thus ensuring a professional and unified launch.

Service covers:
• Consumer Research
• Retail Activation Plan
• Promotional Plan
• Sales Presentation Deck
• Retailer Buying Forms
• Retailer Presentation Agenda.

*NEW* Sales Training & Coaching: Sales training workshops to up-skill business and account managers to improve their sales results. [Learn More]

4. Product Risk & Category Resilience

Identify and manage category and product risks ahead of time.  Our product portfolio & category risk review helps you to understand any product or category risks well in advance of your category review. We look at your existing range and identify and non-performing products as well as highlighting potential growth opportunity segments.

Program covers:
• Category Review
• Product Range Review
• Category Strategy & Tactics
• Category Alignment
• Range Analysis
• Sales & Shopper Analysis
• Early Engagement Planning
• Risk Summary
• Exit Strategy for non-performing SKUs
• Growth Opportunity Plan.

5. Trade Activation Services

Our outsourced Trade Marketing and Retail Activation Services remove the delays, bottlenecks and distractions by providing an external specialist resource. Let our highly-skilled team handle the completion of tasks such as planograms, GS1 reports, buying forms, NPC data synchronisation etc.

Program covers:
• Planograms & Shelf Space Management
• Item & Price Data Maintenance
• Retailer Buying Forms (UBF)
• National Product Catalogue (NPC) and RangeMe
• GS1 Compliance Reports
• POS Concepts
• Retail Activation Planning
• eCommerce Activation (Coles Online, Woolworths Online etc)
• Gold Standard Space & Range Template.

6. Brand Launch & Marketing Services

Our Brand & Product Launch Marketing service promotes brands and drives consumer engagement.

We bring together powerful strategy, planning, creative and digital to engage your audience through sales-focused campaigns and brand marketing media.

Service covers:
• Brand Identity, Message & Positioning
• Brand Launch Marketing
• Promotional Campaign Development
• Media Buying
• Brand Ambassadors
• Instore Merchandisers
• Affiliate Marketing
• Branded Merchandise & Giveaways
• Consumer Engagement Tactics
• Digital Marketing Campaigns
• eCommerce Activation (Coles Online, Woolworths Online etc)
• Digital Brand Experiences (Augmented Reality)
• Trade Show and Conference Management
• eMarketplaces (eBay, Amazon, Catch, Alibaba…)
• Trade Channel Consumer Portals e.g. Coles&Co etc

Here to help!

Need more information about our Product Launch and Category Development Services?
Visit our NPD/NPI Solutions Page

Please get in touch to speak with us about optimising your brand campaigns through market-leading category, shopper and sales activation services. 
Contact us on +61 3 9863-7444 or email [email protected]