The task of managing distribution and retail companies has become more complex due to the evolution of consumers' behaviour. Increasingly, they have less time, fragment themselves into a multiplicity of micro-segments, and buy in different types of store, from different chains. Moreover, buying decisions are made predominantly in the store.

Facing this scenario, big retail chains must manage their category and product mix considering the type of store and consumer, what generates a high level of segmentation and personalization in the offer at each store.

Being able to offer to the different consumer profiles, in different store formats, those products perceived by them as high value ones, takes a deep knowledge of their behaviour, as well as an effective supply chain. IT is an essential tool to accomplish these tasks.