Category Management for e-commerce 1.0



Chryssa Asmatzi
Category Management Consulting Leader Europe


February 28th & March 1st



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


Beginners to intermediate


  • Comprehensive course materials, case studies and certificate

For more information and registrations, please contact:


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 for this workshop