Over the last decade, brands and retailers have been accelerating their growth by enabling omni capabilities (availability, assortment, content, reviews, retail media etc.), because those capabilities work… to a point.

When brands have exhausted these capabilities, they need something else to drive incremental growth: Category Management. The challenge is that eCommerce and omnichannel leaders don’t know category management, and category managers don’t know eCommerce. But we can change that.

In this session, we will examine the role of digital category management in driving category growth and maximizing sales opportunities across the omnichannel ecosystem and identify the omnichannel levers we can pull to design for, activate and measure more intentional incrementality goals, specifically building bigger baskets across stocking up, trading up and cross-selling strategies.