Omnichannel Category Management
Win in Today’s Retail Landscape with Omnichannel Category Management.
Shoppers no longer stick to one channel – they research on mobile, browse in-store, and purchase wherever it’s most convenient.
Traditional category management simply doesn’t capture this complexity.
You will learn how to:
- Apply Category Management principles across channels for consistent assortment, pricing, and promotions.
- Create and follow an umbrella Strategy linked to the positioning & target shopper, using the KPIs & Dashboards
- Identify opportunities by tracking the shopper journey and monitoring performance
- Move from Strategy to Tactics and their implementation and execution
Day 1
Introduction
What is omnichannel and why do we talk about it?
Category Management: the essence of the process
Organizational structures for omnichannel companies
Umbrella Strategy
- Positioning and target shopper
- Shopper needs and missions: which of them are we solving? What instruments and channels will help us do that?
- Priorities: where will we focus and put most of our efforts?
- Partnerships: who will help us achieve the goal faster and more efficiently?
Assessment and Target setting:
- Business assessment
- Shopper path to purchase assessment
KPIs & Scorecards: how do we choose KPIs and create a scorecard fit for the category in omni?
Day 2
Tactics and implementation
Assortment:
- What the product and service choice should look like given limitations of certain channels and opportunities of the others?
- How do we take assortment decisions in omnichannel?
- Content: digital and analog, online and instore
Placement
- Basic rules true across channels
- Check out zone
- Out of stocks and On Shelf availability
- Navigation across the store: digital and analog, online and instore
Pricing
- Basic rules true across channels
- Dynamic pricing: the concept and associated risks
Promotion
- Instruments relevant at every stage of shopper path to purchase
- Attribution models
- Retail media
Category plan implementation: project management
AI
Level: Beginner to intermediate
Who should attend:
Retailers: Category managers online & offline, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams
Manufacturers: Category managers online & offline, key account managers, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams etc.