Category Management for e-commerce 1.0

Presenter

Chryssa Asmatzi
Category Management Consulting Leader Europe

Dates

February 28th & March 1st

Location

Online

What for?

In Category Management for e-commerce 1.0, you will:

• Apply Category Management Concepts into the online channel and how it differs from offline
• Benefit from trade partnerships to develop categories online
• Use each step of the 5D e-commerce Category Management approach
• Learn metrics to measure along shopper journey to win in the online channel

Suitable for

Category Managers online and offline, buyers, KAMs, Trade Marketing, Brand Managers, Consumer/Shopper insight managers

Level

Beginners to intermediate

Inclusion

• Comprehensive course materials, case studies and certificate

For more information and registrations, please contact:

Agenda

Day 1

• Introduction
• e-commerce latest developments, trends & challenges
• Market overview
• Category Management Overview, Online vs offline
• Category Management for e-commerce: 5D Process
• Step 1: Define
  • Category potential
  • Capabilities
  • Select partners and align objectives
  • Category definitions as solutions for the shoppers
  • Shopper missions and category roles

Day 2

• Day 1 Review
• Step 2: Discover
  • Shopper targeting
  • Shopper insights
  • Journey map (awareness, consideration, conversion, engagement): metrics to use identify room for improvement
  • Business performance & Opportunities
• Step 3: Design
  • Strategies aligned to shopper journey
  • Tactics (assortment, placement, price, promotion)
  • Content management
• Step 4: Develop
  • Tactics alignment and activation plan
  • Scorecard for e-commerce
• Step 5: Deliver
  • Activation

Register

Register for this workshop