A category captain has historically been defined as both 1) a high-performing supplier in a particular category AND 2) an unbiased partner collaborating directly with retailers to share relevant consumer insights, advise on shopper experience and category effectiveness, pilot new opportunities and capabilities and help accelerate mutual growth and profitability.

While this is common for in-store components of a brand’s business, few have pursued or prioritized this role in an omnichannel context.

Here are the key questions the industry faces:

• What does category captaincy mean now for an omni marketplace?
• What should captains be doing on their own to accelerate shopper experience and category growth?
• How should captains advise their retailers and engage them for more support and JBP collaboration?
• How should captains measure their performance and omni joint value creation to continuously validate their captaincy?

Join Chris and Oskar to discuss the roadmap of principles and practices for becoming a true Omnichannel Category Captain.