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The category management textbook

In eight steps to more success at the point-of-sale

With GS1 Germany on the pulse of time. Dynamic market developments and changing shopper behaviour also require a high degree of flexibility in category management.

Category management means: full focus on the shopper. But how is it possible to understand what is important to the customer? What do you do with the gained insights? And how can retailers and manufacturers secure the long-term attention and loyalty of their customers and consumers?

We have captured the category management concept in the textbook "Category Management: In eight steps to more success at the point-of-sale“ – now also available in English. Step by step we explain the 8-step CM process, which has long been established in the market and has set the standard. Enriched with international examples and adaption to different markets, the English edition now also serves as a guide to category management for all CM practitioners and those who want to become one.

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Note: For bulk orders or international orders outside EU region, please use our order form in PDF-format or send an e-mail to  cmbuch @ gs1.de.

This textbook offers you…

  • the CM concept from scratch - for beginners and experts.
  • an introduction to CM and gives advanced practitioners new impulses for their daily CM business.
  • input to deepen or refresh your CM knowledge.
  • valuable impulses and approaches for practical implementation.
  • a comprehensive insight into the standardised 8-step CM process applicable for different sectors.
  • the one management concept when it comes to shopper-oriented measures.


  • Foto Declan Carolan

    "Using their years of experience in global category management training, GS1 Germany Shopper Experience have produced a definitive guide to category management for the retail and FMCG sector. Since its inception in the late 1990’s, category management has spread throughout the world and become an embedded function in the industry. Throughout this time, many approaches have evolved to the extent that the necessity to define a comprehensive and definitive guide to effective CM in today’s marketplace is much needed. This is what GS1 Germany have achieved and the Guide is an essential detailed, logical and all-encompassing reference for any category management practitioner anywhere in the world."

    Declan Carolan, General Manager ECR Ireland, Co-Chair ECR Community

  • "I am very proud to have been invited to contribute an introductory section to this important book. This publication continues the 30 year evolution of the Category Management, the fundamental foundation of which has been the 8-step process. This book presents an important updating of this process especially by linking the process more directly to the broader strategic objectives of retailer and manufacturer organizations. It is a "must read" for any professional that performs Category Management work, supervises it or wants to learn more about it. I congratulate GS1 Germany on the publication of this important book.“

    Brian F. Harris Ph.D. 
    Global Thought Leader in Retail Management, Creator of Category Management Concept

  • "Great publication from GS1 Germany helping category managers around the globe to manage their business more customer-centric and data based. This work contains expertise from over 30 year category management practice from Germanys' leading fmcg manufacturers and retailers. Category Management in todays' market dynamic is the ultimate tool and process to reflect the needs of the consumer and the shopper. In this sense the book is a must read to be successful and find a common language between retailers and manufacturers.This is why GS1 Germany brings  focus towards retailer-manufacturer strategic alignment in the way category business plans deliver the win-win-win for the shopper, the retailer and the manufacturer.“

    Luc Demeulenaere
    Global expert category manager & co-author ECR publication 'Category Management Yesterday, Today and Tomorrow'

The authors

Birgit Schröder

has been a Board member of GS1 Germany since 2008 and as Lead Shopper Experience she is responsible for the portfolio of the entire business unit. She has also been Co-chair of the global ECR Community since the beginning of 2021.

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Sofia Allerby

joined GS1 Germany in 2018. She is responsible for the international CM concepts as well as the development and execution of customised trainings. She is also a member of the global ECR Community and ECR CatMan Network Steering Group.

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Christian Eisenberg

has been working in category management at GS1 Germany since 2015 and is responsible for the public training, studies & insights as well as the ECR Demand Side expert group and product management in the Shopper Experience division.

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Angelika Hense

has been a category management trainer and consultant at GS1 Germany since 2016. She is responsible for a wide range of FMCG client projects and drives strategic shopper experience topics.

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Justine Lauer

has been part of the team since 2021 as a trainer and consultant. She works with manufacturers and retailers on their demand side development and provides support for shopper-related questions.

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Dr. Jennifer Meyer

has been with GS1 Germany since 2020 and shares her knowledge as a CM trainer and consultant. She is also the driving force behind the digital learning platform “GS1 Academy”.

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Detailed information

Year of publication 2023
Price 59,99 €
Publisher GS1 Shopper Experience
Authors Birgit Schröder, Sofia Allerby, Christian Eisenberg, Angelika Hense, Justine Lauer, Dr. Jennifer Meyer
Dimensions 16,5 x 24 cm
ISBN 978-3-9823614-5-1
Language English
Format Paperback
Pages 252

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