Retailer expanded
Coles added 4 lines to Coffee
In the week of 19 Oct, led by Grinders 2 and Campos 1.
range inColesSee the lines
See the whole shelf. Win more of it.
tenshu is a sophisticated AI platform powered by decades of category management experience. It helps retailers and suppliers see the whole picture, so they can make better decisions, faster. We bring customer, product, range, price and market data together into a single, powerful source of truth.
Get a living view of your category.
Today’s category managers receive more information than ever, spread across countless reports, spreadsheets and articles. This fragmented view often leads to missed customer opportunities. tenshu gathers live market, competitor, customer and trading data into one simple platform. So, instead of spending all your time on analysis, you can action the trends and opportunities in front of you.
Get a category snapshot
The Wire Example
CoffeeWeek of 19 Oct
Retailer repriced
Woolworths repriced 6 lines in Coffee
4 up and 2 down across 3 brands, led by Hennessy 3, median 8.5%.
price upWoolworthsSee the lines
Supplier move
Campos raised prices at 2 of 3 retailers
5 lines, median 6.0% up, at Coles and Woolworths; Blackwattle held.
Your category, watched 24/7.
As an always-on AI analyst, tenshu constantly scours category information to identify insights, opportunities, trends, risks and changes. This data is gathered from sources that many category managers don’t have access to.
Watch the market move
Understand competitor pricing, how they structure it and what they change.
Know the category landscape
See the makeup of your category, and what competitors range that you don’t.
Financials
Coffee › Mixes & Sachets
$324.6K
Annual sales
39.3%
Margin
$127.4K
Margin a year
LineSales a weekMargin
$30440.0%
$26130.0%
$24340.6%
$22541.0%
$21740.0%
Track the financials
Follow how your category is truly performing, product by product, node by node.
Follow the customer
Delist a line and see where its customers go: which products pick up the sale, and what competitors offer instead.
Built for both sides of the range review.
tenshu gives retailers and suppliers a clearer, more complete view of the category, bringing customer, product, range, price and market data together in one place.
I’m a retailer
Spend less time jumping between tools and manually checking the market, and more time making confident ranging and pricing decisions.
Retailers
Get more out of every range review
tenshu frees category managers from the admin so they can focus on the numbers that matter. That means your team makes better ranging and pricing decisions, faster and with confidence.
Get a category snapshotSee the whole category clearly
Strong ranging decisions start with understanding the full picture. tenshu gives you a clearer view of customers, competitors and the market, so you can see what’s changing and what matters.
Find the gaps in your range
Understand where customer needs are being met, where they aren’t and where your range could work harder. tenshu identifies gaps, emerging segments and opportunities for growth.
Track competitors and trends
See how competitors are ranging, pricing and positioning products as changes happen. Spot new formats, products and trends earlier, so you can respond sooner.
Spend less time finding the evidence
tenshu does more of the data gathering and analysis in the background, giving your team more time to focus on the ranging, pricing and customer decisions that move the category forward.
Build a stronger range
Bring all this evidence together to make more confident range decisions that drive real category growth.
I’m a supplier
Strengthen your pitch to retailers by knowing exactly what customers want, where the gaps are and how your product fits.
Suppliers
Help your product win more of the shelf
tenshu gives suppliers a clearer view of their category. It’s about helping you understand where your product fits, where the opportunities are and how to build a stronger story for retailers.
Get a category snapshotSee the category the way retailers do
Winning shelf space starts with understanding the whole category, not just your own product.
tenshu helps you see how the range is structured, what competitors are doing, where customer needs are shifting and where there may be gaps worth pursuing.
Find the gaps your product can fill
Understand where customer needs are being met, where they are not, and how your product could strengthen the overall offer.
tenshu helps surface range gaps, emerging segments, competitor activity and changes in customer behaviour that could create new opportunities.
Build a stronger retailer story
The strongest product pitch is one backed by category evidence.
tenshu helps you bring together the context behind your proposal, so you can show not just why your product deserves space, but how it can contribute to real category growth.
Track competitors and trends
In real time, we’ll show you how competitors are ranging, pricing and positioning products, so you can keep an eye on changes as they happen.
tenshu can also help you spot emerging trends, formats and segments earlier, so you can act before an opportunity becomes obvious.
Spend less time finding the evidence
Category teams spend significant time pulling relevant information together. tenshu does the heavy lifting in the background, giving your team more time to focus on the decisions that move your brand forward.
The detail · The shopkeeper
An understanding of the details.
Gather product & category data
What tenshu can do for you
tenshu works constantly in the background, gathering data that your category managers can act on. Our vision is that category managers have what they need to do their job and do it well.
- Provides invaluable inputs for range reviews
- Flags and tracks range and price changes
- Reveals customer decision logic and gaps in your range
- Identifies new opportunities, risks and changes
- Shows the evidence and reasoning behind insights
- Tracks relationships between products, competitors and customers
AI that amplifies expertise.
tenshu is designed to be the analyst every category manager has always wished for, constantly serving up the best opportunities to improve the customer offer. It delivers the facts that matter for every decision to the people who make them, building a team of more capable, better-informed experts. A team that can track the smallest category changes in real time, spot trends and act ahead of the competition.
Insight that powers instinct.
Great category management has always been equal parts art and science. The science is the evidence: customer and competitor behaviour, sales and market dynamics. The art is knowing what to do with it: applying your experience and making the right call. tenshu gives you the science. You bring the art of instinct and intuition.
How tenshu transforms range reviews.
tenshu changes the starting point of every range review, bringing the data, context and evidence together before the real decision-making begins.
TodayData spread across different tools, reports and spreadsheets.
With tenshuWith tenshu: Customer, product, range, price and market data together in one trusted view.
TodayProduct attributes are incomplete, inconsistent or out of date.
With tenshuWith tenshu: Rich, consistent product attributes kept current across your range and competitors.
TodayCompetitor range checked by hand, if at all.
With tenshuWith tenshu: Current competitor range fully tracked 24/7.
TodayCompetitor prices checked when there is time.
With tenshuWith tenshu: Every price checked every day against your own pricing rules and the whole market, not just your named competitors.
TodayDays or weeks spent gathering and reconciling information.
With tenshuWith tenshu: A real-time range review in one simple snapshot.
TodayCustomer decision trees are old, manually built or missing altogether.
With tenshuWith tenshu: A living decision tree showing how customers shop, what drives choice and where substitution happens.
See what smarter category decisions are worth.
Enter your annual category sales to see where a best-in-class review finds the opportunity.
Where the opportunity sits
Range
Grow sales
Gaps worth ranging, and lines worth replacing.
$1.5M–$2.5M
a year
Price
Protect margin
Lines priced above or below the market, and what matching would cost or earn.
Simplify
Free up space and stock
The tail worth delisting, and how much of its sales stay with you.
Range uses the 3–5% (established) or 10–20% (emerging) uplift a best-in-class review delivers. A category snapshot finds the real number for all three.
Built and run by leaders in category management
When you sign up to tenshu, you’re not just accessing our technology. You’re tapping into the perspective of some of the industry’s most experienced leaders.
We understand how decisions are really made, what a best-in-class range review looks like and where time is lost along the way.
We have sat on both sides of the range review.
tenshu was built by people who spent years doing this job with spreadsheets, and got tired of it.
Steve Donohue
Founder
Steve has spent more than 30 years in retail, from summer casual at Dan Murphy’s to CEO of Endeavour Group.
Read moreRead less
From there, he was part of the team that took Dan Murphy’s national, then held senior roles across Woolworths Group in liquor, fresh produce, merchandise and international retail. As Director of Merchandise for Woolworths Supermarkets, he was a key leader in the turnaround of the supermarket business, with a 700-person buying team. Appointed Endeavour CEO in 2018, he led the business through its demerger from Woolworths and listing on the ASX.
As a co-founder of tenshu, Steve has helped build what he wishes he’d had earlier in his career: a fast, transparent platform that frees category managers to focus on the commercial calls that drive their category.
Doug Frank
Founder
Doug started on the shop floor at Woolworths and spent the next four decades in buying, category management and data, working on one problem: helping category managers make better calls for their customers and their numbers.
Read moreRead less
He led Woolworths Supermarkets’ Customer-First Ranging program, driving sales and gross profit while simplifying the range for customers, and brought machine learning into space, range and markdown decisions across hundreds of stores. As GM Commercial Enablement at BIG W, he rebuilt the range, pricing and analytics capability behind the buying team.
Throughout his career, Doug has focused on helping retail teams turn complex data into better decisions. That experience now shapes tenshu, combining deep category knowledge with AI and analytics to give teams a clearer view of the market and more time to focus on the decisions that matter.
Alex Rowley
Founder
Alex began his career at Ernst & Young, spending 12 years in its Actuarial Practice building models, where the numbers really had to add up. Alex then moved to Quantium, spending five years learning how retailers make decisions and where their data can fall short.
Read moreRead less
As tenshu’s technical lead, Alex designed and built the platform end to end. His key focus has been solving one of retail’s hardest data problems: making products, brands and categories genuinely comparable across different retailers, even when they are described, sized or structured differently.
Alex brings a strong belief that technology should make complex decisions simpler. His role is to make sure tenshu turns sophisticated data and AI into something clear, useful and practical for the people making category decisions every day.
Why tenshu?
In Japanese, tenshu means two things.
The castle keep
The highest tower, where you can see the whole landscape and how everything fits together.
The shopkeeper
Someone who knows every product on every shelf, who buys what, and why.
Great retailers need both: a wide view of the category and an understanding of the details.
The proprietary technology that underpins tenshu.
01
MarketCube
The market, captured.
02
MatchNet
Connecting products across retailers.
03
SubPrint
Every product has a fingerprint.
04
RangeSync
Making the market yours.
05
DecisionPilot
Your intelligence. Your decisions. Amplified.
Frequently Asked Questions
Retailers
How is tenshu different from a category management consultancy?
A consultancy typically completes a review and hands it over. tenshu gives your team an ongoing capability, keeping your category, products and customer view up to the minute.
Do we need a large data or analytics team to use tenshu?
No. tenshu is designed to put more capability directly into the hands of your category managers. It puts capability that used to require large teams and big budgets within the reach of a mid-sized retailer.
What if our product or attribute data is incomplete?
tenshu helps build rich, consistent product attributes across your range and competitors, giving the rest of the range review a stronger foundation.
Does tenshu make the ranging decisions for us?
It recommends them, and your category manager makes them. tenshu lines up the decisions it believes are best for the category, each with the evidence behind it. Your category manager accepts, changes or rejects each one, and can see the reasoning every time.
How much of the market can we see?
tenshu goes beyond your usual competitor set, giving you a broader view of pricing and range across the market, including retailers you may not regularly track.
Will tenshu replace our category managers?
No. Your category managers are among your most valuable people, and tenshu’s job is to help them do an outstanding job. It does the gathering and the analysis and makes the rest simpler, so their time goes on the decisions that matter.
Can tenshu support the whole range review?
Yes. tenshu brings the process together in one platform, from product attributes and customer decision trees to competitor tracking, range gaps, opportunities and the evidence behind recommendations.
Can your team help us get started?
Yes. Our experts can support the process with you, helping establish a simple, repeatable way of working and build capability within your team.
Suppliers
How can tenshu help me get my product ranged?
tenshu helps you build a stronger, customer-led case by showing where your product fits within the wider category, what gap it could fill and the evidence behind the opportunity.
Does tenshu only look at my products?
No. tenshu gives you a view of the whole category, including competitor ranges, pricing, customer behaviour and emerging opportunities.
How does tenshu help me understand what retailers are looking for?
tenshu helps you see the category through a retailer lens, including how customers shop, what drives their choices and where gaps or opportunities exist in the range.
Can tenshu show me what my competitors are doing?
Yes. tenshu continuously tracks range and pricing across the wider market, helping you see what competitors are ranging, changing and investing in.
We already have market data. What does tenshu add?
tenshu brings different sources of category information together and adds context, helping you understand not just what is happening, but where your product fits and what you can do about it.
Can tenshu help us prepare for retailer range reviews?
Yes. tenshu gives you the category context and evidence to move beyond a simple product pitch and build a stronger case around the customer and the overall category.
Will tenshu replace our category team?
No. The people in your category team are among your most valuable, and tenshu’s job is to help them do an outstanding job. It does the gathering and the analysis and makes the rest simpler, so their time goes on the decisions that move your brand forward.
Is tenshu only for large suppliers?
No. tenshu is designed to make sophisticated category capability more accessible, including for suppliers that may not have large category, analytics or insights teams.
