Shopper-centric Category Management
Define commercial strategies addressed by deep shopper insights that connect with your category management process. This workshop is designed to teach you how to apply a more shopper-centric approach to your category management process. Topics covered include a shopper-centric framework that will walk you through segmentation types, shopping missions, channel choice, store clustering, decision trees, category opportunities and shopper needs evaluation creating insights to reflect them in the in-store tactics.
In this workshop, you will learn how to:
- Review the category management fundamentals to be introduced to a shopper centric process.
- Dominate each step of the shopper centric category management process to deliver value to your customer.
- Adapt execution to different shopper profiles based on segmentation and store clustering
- Understand and leverage shopper needs to capitalize opportunities for your business.
- Apply a relevant mix of assisting and influencing shoppers executing assortment, placement, price and promo.
Day 1
Introduction
Market Trends Overview
Category Management review
8 step process recap
Benefits of category management
What is Shopper Centric Category Management?
Shopper Centric Category Management framework
Shopper definition
Path to purchase, store clustering and shopper decision trees
Shopper Opportunities
Cross-category assessment
Category assessment
Day 2
Day 1 Review
Shopper insights
How to create a deep shopper understanding?
Shopper Solutions: Assortment
Market coverage, Listing, maintaining and delisting products, Finalization and quantification
Shopper Solutions: Merchandising
Space management definition, Macro & micro layout
Shopper Solutions: Price
Inputs that influence in the price, Pricing analysis process
Shopper Solutions: Promotion
Shopper centric promotion framework
Neurological Findings
Driving in-store implementation
Level: Intermediate
Retailers:
Category managers, merchandising managers, space and range planners, buyers, business information analysts, store managers & their teams.
Manufacturers / Suppliers / Distributors:
Category managers, key account data managers, shopper marketing managers, trade marketing managers, marketing managers, brand managers, business information analysts & their teams.
