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Category management for the beer beverage product group: E Retailing channel in Austria
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Internet retail is becoming increasingly important in Austria. The food retail sector is generally a competitive field, so it is not surprising that online food retail, which has been relatively small to date, is gaining momentum. It is difficult to accurately estimate the growth potential, but there is no doubt that it is considerable. The big players in the food retail sector have so far relied on this interesting channel to varying degrees. As a supplier to the retail sector and category captain for the beer beverage group, it is important to integrate this trend into the service as part of channel planning and category management. This paper focuses on the success factors that need to be considered in this context.
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Internet retail is becoming increasingly important in Austria. The food retail sector is generally a competitive field, so it is not surprising that online food retail, which has been relatively small to date, is gaining momentum. It is difficult to accurately estimate the growth potential, but there is no doubt that it is considerable. The big players in the food retail sector have so far relied on this interesting channel to varying degrees. As a supplier to the retail sector and category captain for the beer beverage group, it is important to integrate this trend into the service as part of channel planning and category management. This paper focuses on the success factors that need to be considered in this context.
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