Walk into any supermarket category review and you'll hear two conversations happening at once. One is about the retailer — the ranging, the co-op spend, the promotional slot the brand is trying to win. The other is about the shopper…
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A promotion can be beautifully designed and still never reach a shopper. Before anyone in the aisle sees it, someone else has to say yes — the category manager who decides what earns space, what gets ranged, and what quietly…
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