Category Management for E-Commerce 1.0
During the workshop you will
- To apply Category Management concepts into the online channel and how it differs from offline
- To benefit from trade partnerships to develop categories online
- To use each step of the 5D E-Commerce Category Management approach
- Learn metrics to measure along shopper journey to win in the online channel
The workshop was great. Personally I made tons of comments and notes. I hope to implement that data to our brand new e-shop. Thank you very much again.
Average rating 4,6/5
96% recommendation rate for this program around the world
Hundreds of FMCG professionals trained
For
Category Managers online and offline, buyers, KAMs, Trade Marketing, Brand Managers, Consumer/ Shopper insight managers
Level
Beginners to intermediate (no prior CatMan experience required)
When
April 11-12, 2024 – Online, Multimarket, English
Day 1
- Introduction
- E-commerce latest developments
E-commerce trends
E-commerce 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
Scorecard measurement
Plan review
Fees & Discounts
Early bird discount if registration is formalized at least one month before the workshop takes place. Group discounts apply for 2 and more participants from the same company or a participant attending more than one workshop. Comprehensive course materials, case studies and individual certificates are included.
For more information
Aiste Kuke | aiste.kuke@nielseniq.com | (+370) 681 63034 /LT, ENG, RU/
