Events

Shopper Centric Category Management Workshop, Online

This interactive online session with live discussions, Q&A and tests is designed to teach you how to apply a more shopper-centric approach to your Category Management process.

The topics covered include, a shopper-centric framework that will walk you through shopper segmentation types, shopping missions, channel choice, store clustering, decision trees, category opportunities, shopper needs, evaluation, creating insights to reflect them in the in-store tactics like assortment, merchandising, price and promotions.

Learn to apply a shopper-centric approach to your category management process.

Sep 28, 2021 9:00 am – Sep 29, 2021 5:00 pm (GMT+2)

Workshop details and fees

Who can attend?

Participants should have basic knowledge of the Category Management Process.

Retailers: Category Managers, Buyers, Merchandising Heads, Shopper Marketing, Space and Range Planners and their teams.

Manufacturers/Suppliers/ Distributors: Marketing Managers, Brand Managers, Customer/Trade Marketing Managers, Key Accounts Managers, Category Managers and their teams.

What’s included?

Comprehensive course materials, case studies and individual certificates.

Fees

800€ + VAT, 2^nd Participant from the same company -10%. Group and combo discounts apply.

Discount

10% discount for early bird (valid until 17th of Sep) Individual and group discounts apply.

For more information and registrations, please contact:

Aidas Demenius
- Email: aidas.demenius@nielseniq.com
- +370 681 63034, Lithuania

Agenda

DAY 1: 09:00 – 12:00 & 14:00 – 17:00

Introduction – Why Shopper-Centric
Opportunities arising from improved shopper understanding
Category Management recap

Key principles of Category Management
How do retailers/manufacturers collaborate
Path to Purchase

Shopper segmentation
Shopper missions
Channel/Store choice
Store Clustering and implications for tactics
Defining and structuring a category
How to go beyond quantitative category decision trees
Defining strategic opportunities and KPIs

What shopper perception and behaviour should we be influencing
Which performance criteria to use
Insights
How to generate deep motivational insights about shoppers

DAY 2: 09:00 – 12:00 & 14:00 – 17:00

Day 1 Review
Product Range

Product assortment, placement
Merchandizing, pricing and promotions
Merchandising
Which merchandising and in-store theatre principles to apply to help but also influence shoppers at the point of purchase
Pricing
How to determine SKU pricing given shopper price awareness and sensitivity
Promotion

When to promote
Which segments to promote
Which mechanics to choose to achieve the desired behavior change
Shopper sub-conscious behavior
How to influence shoppers at the point of purchase without them even noticing
Q&A

Session facilitator

Jana Volovika – Category Management Consulting Leader for East Europe

Jana has more than 10 years of experience in Retail, with expertise starting in store operations, category management to private label development and brand management.

She is specialized in strategy development and execution; shopper and customer insights as well as sustainability and corporate responsibility topics within current retail setup are among her particular interests.

Jana delivers a series of training workshops with an integrated perspective that combines manufacturing, retailing and use of Big Data. She leads Nielsen Category Management Consulting for the EE region.