Shopper Centric Category Management workshop
Dec 1 & 2, 2022
Presenter
Chryssa Asmatzi
Category Management Consulting Leader for East Europe
Workshop Details
During this workshop you will learn to:
- Adapt execution to different shopper profiles based on segmentation and store clustering
- Apply a relevant mix of assisting and influencing shoppers when deciding on assortment, placement, price and promo
- Understand and leverage shopper needs to capitalize opportunities for your business
Location
Level
Intermediate (recommended for those with prior experience in CatMan)
When
December 1st & 2nd, 2022
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 - Shopper Insights
How to create a deep shopper understanding?
Day 2
- Day 1 Review
- Shopper Solutions: Assortment
Understanding use of market coverage in assortment management
Listing, maintaining and delisting products
Product incrementality - Shopper Solutions: Merchandising
Space Management definition
Macro and micro layout
Influencing vs assisting the shoppers on the store floor - Shopper Solutions: Price
Understanding factors influencing the shopper reaction to price
Pricing analysis process - Shopper Solutions: Promotion
Shopper centric promotion framework - Neurological Findings
Driving in-store implementation
For more information
Konstantinos T. Bampos, Client Business Partner, NielsenIQ Greece & Israel | konstantinos.bampos@nielseniq.com
+30 6936 604338
Anastasis Panousopoulos, Client Business Partner, NielsenIQ Greece | Anastasis.panousopoulos@nielseniq.com
+30 6936 552835
