Interview By Riad Beladi
The interview language , French translated by Riad Beladi using chat GPT and humain translation
In an exclusive interview with International Supermarket News, Jean Mercier, the Frozen Category Manager at Auchan Supermarket, shared his insights on the evolving dynamics between retailers and suppliers, particularly in the context of category management. With years of experience in the retail industry, Mercier emphasised the critical importance of close collaboration between suppliers and retailers to ensure the success of product categories, especially in highly competitive segments like frozen foods.
The Role of Category Management in Retail
Category management, as Mercier explains, is the process by which retailers organise and manage product categories as strategic business units, with the ultimate goal of maximising sales and profitability. In his role at Auchan, Mercier oversees the frozen food category, which includes everything from frozen vegetables and meals to ice cream and seafood. His responsibilities range from selecting products and negotiating with suppliers to setting pricing strategies and planning promotions.
“Category management is about understanding customer needs and ensuring that the right products are available at the right time, in the right place, and at the right price,” says Mercier. “It’s a delicate balance that requires a deep understanding of consumer behaviour, market trends, and, crucially, close collaboration with suppliers.”
The Importance of Supplier Collaboration
According to Mercier, the relationship between retailers and suppliers is pivotal to the success of category management. He notes that while suppliers are often focused on pushing their products to retailers, it is essential for them to also listen and adapt to the needs of the retailer’s category management strategy.
“Suppliers must understand that our goals are aligned—when the category does well, their products do well too,” Mercier explains. “To make this happen, suppliers need to be responsive to the specific needs of the category. This means being flexible with product offerings, pricing, promotions, and even packaging, based on the feedback and data we provide.”
Mercier points out that one of the most common challenges in category management is the misalignment between the supplier’s objectives and the retailer’s strategy. For instance, a supplier might want to introduce a new product line or push a particular promotion, but if it doesn’t align with the retailer’s overall category plan or customer insights, it could end up being counterproductive.
Data-Driven Decisions: The New Norm
In the current retail landscape, data plays an increasingly important role in decision-making. Mercier highlights the importance of data-sharing between suppliers and retailers as a way to enhance collaboration and improve category performance.
“At Auchan, we rely heavily on data to inform our decisions—whether it’s about what products to stock, how to price them, or when to run promotions,” he says. “We expect our suppliers to be on the same page and use data to support their proposals. When suppliers come to us with data-driven insights, it makes our job easier and helps us make better decisions that benefit both parties.”
Mercier also stresses the need for real-time data sharing, which allows for more agile and responsive category management. “The market is constantly changing, and having access to up-to-date information is crucial. Suppliers who can provide timely data on things like sales trends, customer preferences, and competitor activities are invaluable partners.”
Building Long-Term Partnerships
For Mercier, the key to successful category management lies in building long-term, mutually beneficial partnerships with suppliers. He believes that suppliers who are willing to invest in the relationship and align their strategies with the retailer’s goals are more likely to succeed.
“Trust and communication are the foundations of any good partnership,” says Mercier. “Suppliers who take the time to understand our needs, listen to our feedback, and work with us to develop tailored solutions are the ones we value the most. It’s not just about selling products—it’s about working together to grow the category and ultimately deliver a better experience for our customers.”
Mercier also advocates for more frequent and open communication between suppliers and category managers. Regular meetings, collaborative planning sessions, and joint business reviews are some of the ways in which Auchan fosters strong relationships with its suppliers.
A Call for Greater Supplier Engagement
Jean Mercier’s insights highlight the critical role that suppliers play in the success of category management at Auchan Supermarket. By listening to the needs of the retailer, being flexible and responsive, and embracing data-driven decision-making, suppliers can significantly contribute to the growth and profitability of their product categories.
As the retail landscape continues to evolve, the importance of close collaboration between suppliers and retailers cannot be overstated. For category managers like Mercier, suppliers who are proactive, engaged, and aligned with the retailer’s goals are not just vendors—they are strategic partners who play a crucial role in driving the success of the business.
For suppliers looking to strengthen their relationships with retailers and improve their product performance, the message from Mercier is clear: listen, collaborate, and be willing to adapt. In doing so, both suppliers and retailers can achieve greater success and deliver better value to their customers.