Daybreak How the unassuming category manager came to rule the world of quick commerce
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Dec 18, 2024 Category managers are the new power players in quick commerce, managing coveted shelf space in dark stores. They shape product visibility on major platforms like Instamart and Zepto, leading brands to go to great lengths for their attention. With over 30,000 brand requests each month for just 150 available slots, competition is fierce. This dynamic forces brands to boost their advertising efforts to remain relevant, making these managers critical to success in the fast-evolving e-commerce landscape.
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Gatekeepers of Quick Commerce
- Quick commerce category managers wield significant power over product visibility.
- They determine which products are available on platforms like Blinkit, Zepto, and Instamart.
Evolving Role
- The category manager role evolved from e-commerce, but quick commerce significantly expanded it.
- Their responsibilities now include data analysis, regional product suitability, and ensuring products fit the 10-minute delivery model.
Brands Wooing Managers
- Brands are going to great lengths to appease category managers, including social media campaigns and outings.
- This is because quick commerce platforms are crucial for D2C brand growth.