CMA Certification has been so readily accepted because it is the result of a collaborative effort between manufacturers, retailers, brokers & training organizations to establish & communicate the standards necessary to support the development of a more professional category management community.

The automotive channel has the need for 2 different types of Category Management:

#1 Retail CatMan
In this instance, products like Armor All, or Pennzoil, or STP are sold in the front of store’s like AutoZone, CarQuest, or O’Reilly’s. These products are placed on shelf, require planograms, inventory planning, assortment optimization and merchandising, just like products at grocery retail. The arguments for certifications are:

  • Speak the same language

  • Understand the qualifications/capabilities of your advisor (trust and performance are key concerns (certification provides assurances of service providers and communication) Some of these retailers don’t get the best from their representatives and certification help.

#2 Behind the Counter CatMan 
This catman application takes into account the myriad of auto parts required for repair. In this instance inventory planning and SKU rationalization are keys to success. Research and knowledge of customer bases (geo-demographic segmentation) are key. Shopper insights are critical here knowledge is minimal and certification provides credibility to the recommendation being made.

For more information on Certification, visit, or email Dan Strunk at [email protected]