The words “sku rationalization” and “optimization” are not new to retail, however, their prevalence and scale in the industry has accelerated rapidly with omni channel retailers. Join CMA and Kristin Demel, retail strategy director at Callahan, as she discusses how the events of 2020 impacted assortment selection and shelf placement, dives into the principles of incrementality, and shares pro-tips to build your category or your pitch.
Before joining Callahan to lead retail strategy, Kristin was senior director of merchandising at PetSmart and director of planning and distribution at PayLess ShoeSource. Her previous experience informs her broad range of retail expertise: buying, financial planning, in-store customer experience, pricing, inventory management, shelf allocation, space optimization and more. Kristin now helps brands with retail strategy creation, assortment building, merchandising, pricing and promotions across brick and mortar and e-commerce channels.