Omnichannel Management
This critical program focuses on understanding how to adapt category management to omnichannel business. By the end of the program, you will be able to develop, execute and monitor streamlined processes that are shopper-centric, and bears return on investment of your omnichannel.
In this workshop, you will learn how to:
- Apply any Category Management process in an omni environment.
- Understand the data needed and metrics to use for Category Management in omnichannel.
- Think beyond channels, beyond online and offline.
- Get inspired by opportunities to drive growth in an omni environment.
Day 1
Introduction
Registration and welcome instruction
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 mission: 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 assessement
- Shopper path to purchase assessment
- KPIs and Scorecards: How do we choose KPIs and create a scorecard fit for the category in omni?
Day 2
Guest sharing session: Shopper Path Tactics and Implementation:
Assortment
- What should the product and service choice look like given the limitations of certain channels and opportunities of others?
- How do we take assortment decisions in omnichannel?
- Content: Digital and analog, online and in-store
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 in-store
Pricing
- Basic rules true across channels
- Dynamic pricing: the concept and associate risks
Promotion
- Instruments relevant at every stage of shopper path to purchase
- Attribution models
- Retail media
Category plan implementation: project management
Metaverse: Another channel?
Level: Beginner to Intermediate
Retailers:
Category managers online & offline, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams
Manufacturers / Suppliers / Distributors:
Category managers online & offline, key account data managers, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams.
