We explore what the CMA & SIMA have in store for 2020.


It’s a new year and a new decade, and with that comes a lot of new plans and resolutions for many organizations. The Category Management Association and Shopper Insights Management Association are no exception. We’ve been planning big things for 2020, and in this week’s blog, we’re going to give you a little sneak peek behind the curtain at the year to come.

Over the past few months, Michael McMahon, President of CMA & SIMA’s parent organization, Association of Retail & Consumer Professionals, has been working tirelessly with our members and advisory board to find out how we can best serve our members. We’ve been listening to what YOU want, and we have been building a robust plan to deliver the maximum value for your membership dollar.

One of the cornerstone pieces of that is thought leadership. Our members are looking for a North Star to cut through the noise, and define best practices in industries that have undergone dramatic change in the past few years.

We’ve laid the groundwork and we are currently developing a plethora of Member Resources to answer the call. It is our goal to provide our members with a content-rich, best-in-class professional development experience in 2020.

Taking a look at the next few months, we have many exciting new pieces on the horizon. In the next month, we will be launching some foundational pieces on Assortment Optimization, including a white paper.

Next month, we’ll be offering new content on Considerations for Category Captains – from both manufacturer and retailer perspectives. We’re also planning new org design pieces, exploring the role of category management and which functions should be regional vs. centralized.

As we get into March and April, we’ll begin exploring “The New Category Manager” – talking about the crucial skills for the future and potential hiring considerations amidst a rapidly evolving landscape. We’ll also deep-dive into solution providers for traditional retail and eCommerce – giving you new resources to help guide you through your business challenges.

And finally, this Spring, we’ll be launching another industry survey, in partnership with DePaul University, which we’re very excited to reveal!

Of course, this is just a very small tease. Many plans are coming together as we speak, making the way for our most content-rich year yet. Along the way, we’ll also be offering our usual weekly blogs, podcasts and webinars, plus tons of great surprises we’ll reveal when the time is right. We couldn’t be more excited to share all this great content with you!

So, what’s up first? This week, we’re happy to be sharing our first thought leadership piece of 2020: Category Management and Shopper Insights in an Omnichannel World: The Importance of Understanding Data Collection Methodologies and Usage Opportunities for Superior Shopper Insights and Activation.

This paper is the first in a four-part series of data source deep dives we have planned in 2020. Created in partnership with Numerator, this first white paper explores the landscape of data collection methodologies and best practices with regard to use cases for different datasets.

We’ll be exploring retail POS data, T-log data, loyalty card data and panel data; the importance of omnichannel data, digging into the “why” with survey data, and how all these sources can be used to build robust shopper intelligence.

Due to the acceleration in the amount and the types of data in the modern world, it is critically important to understand the data sources, the methodologies for collection and each data set’s value for potential insights. We feel this white paper is a critical component for setting best practices in the field of shopper insights, and we can’t think of a better piece to kick off this new year of premium CatMan and Shopper Insights content.

Members can access this paper from the Member Resources Library at anytime. If you’re not a member, you can download the first chapter and get a taste of what’s inside the whitepaper here: download.

We’re so excited to share this first piece of content with you, and to kick off a tremendous year of thought leadership. We are here to serve our members above all else, so if you need anything or have suggestions on content you’d like to see, don’t hesitate to reach out to us.

We hope you have a great and successful New Year, and hope to see you all in Dallas for our Annual CMA+SIMA Conference February 23-26!

What kind of topics would you like to hear more about? We’d love to get your input. Sound off on social media now and join the conversation.