How the unassuming category manager came to rule the world of quick commerce
Description
Category managers have shifted from routine e-commerce roles to powerful decision-makers in quick commerce. They now manage the limited shelf space in dark stores and decide which products get visibility on platforms like Instamart, Zepto, and Blinkit.
Naturally, brands are aggressively courting them, with over 30,000 requests every month for just 150 slots. From hosting parties to taking them out for drinks, brands are pulling out all the stops.
Meanwhile, category managers are urging brands to invest more in ads and marketing to stay competitive.
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