Category Management

Category Management

VARTA Category Management: benefit from the expertise of the battery expert!

VARTA Consumer is continuously setting new impulses for the portable battery market with innovative products, premium quality and attractive trade promotions.

In addition, we support our retail partners with professional and pragmatic advice in the exploitation of all sales potential at the point of sale: following an omnichannel approach, we advise across channels (offline & online) in the optimization of assortment, shelf and secondary placement, trade promotions, catalogs, but also in the optimization of visibility and presentation of our products in customer web stores and marketplaces.

Category management approach

Our neutral category management advice is carried out on the basis of the ECR guidelines. An ideal category management process is based on the 8-steps process of ECR Europe or GS1 Germany, which are coordinated and carried out in detail with the project partner.

The results are then translated into practical measures to optimize the range, placement and accompanying activities across all channels.

In addition to years of expertise, our team has also successfully completed the part-time course of GS1 Germany “Certified ECR D-A-CH Category Manager”.

Convince yourself of the measurable success of our category management consulting!

Shopper and consumer insights

In cooperation with our trading partners as well as independent market research institutes, studies are carried out on a regular basis, the findings of which are incorporated into the CM process. This also includes surveys on the location of the battery shelf, an optimal layout and secondary placements, an online presentation with a perfect conversion rate and well-founded shopper insights.

Together with retail and household panel data, we can therefore offer retail partners custom-tailored recommendations.


Nowadays, shoppers no longer buy from stationary retailers or only online, but combine shopping channels depending on the situation.

That is why we are striving for a complete fusion of the numerous available sales channels to offer the customer a unified shopping experience.

The contents show only a small part of our work. We would be happy to provide you with specific findings of the studies and further information on our category management consulting services.