Category management is a strategic cooperation initiative between retailers and manufacturers to optimize the product range.
It is based on a trusting cooperation and exchange of information within a two-step sales process. The aim is to eliminate interface problems between manufacturers and retailers in order to increase customer satisfaction by better, faster and more cost-effective fulfilment of customer requirements. category management involves, among other things, the coordination of product range design, sales promotion, product development and product launch. For instance, efficient sales promotion is represented by a joint, branch-specific planning of sales promotion campaigns or a joint evaluation of the results of such campaigns. Thus, category management primarily aims to increase sales and earnings.