5 principles to help CPGs succeed on the digital shelf

As CPG companies continue to adapt to the shift to online, not enough attention is often paid to what the shift to online means for category management.

A lack of bandwidth is part of the problem. Although ecommerce has grown exponentially, it’s still a drop in the bucket compared with brick-and-mortar sales.

This makes it easy for category managers to default to a store-first mentality.

We’ve summarized 5 principles for successful online category management.

1. Think omni-first for assortment
2. Aim for good distribution across price tiers
3. Proactively manage search
4. Condense product listings where possible
5. Don’t set it and forget it