Product Category Management Study: Chocolates and Confectionaries at Sainsbury’s

For our Channel Management module, we conducted an in-depth study on the product category management of chocolates and confectioneries at Sainsbury’s. This project involved a comprehensive analysis of the brand's approach to merchandising and customer experience within this category. We interviewed a store manager to gain insights into operational strategies and conducted a customer survey to understand shopper preferences and behaviors. Our hands-on approach included visiting the store to observe the planogram and merchandising techniques, which highlighted the customer journey and how it influences purchasing decisions. Additionally, we assessed the online customer experience, evaluating how it complements the in-store shopping process. This project enhanced my understanding of category management in retail and the importance of aligning physical and digital customer experiences.