Events

Shopper-Centric Category Management Workshop

What Is It?

Interactive workshop covering presentations, group discussions, exercises, case studies to help you:

  • Optimize in-store tactics using tools & tricks based on shopper behavior
  • Be able to instill deep shopper insights into your strategies and tactics
  • Adapt executions to different shopper profiles and store clusters
  • Apply a relevant mix of assisting and influencing shoppers at the POP
  • Understand and leverage shoppers’ subconscious behavior
  • Keep up with market and consumer trends
  • Network with people in the category management domain

BENEFITS OF ATTENDING THIS WORKSHOP

  • Plug a shopper-centric framework into your existing CatMan processes
  • Define a consistent trade strategy addressing deep shopper insights
  • Incorporate shopper behavior into tactical decisions
  • Identify new ways to merchandise a category
  • Apply the latest findings of neurological research into in-store tactics

WHO SHOULD ATTEND?

LEVEL: INTERMEDIATE TO ADVANCED (NOT SUITABLE FOR BEGINNERS)

Retailers:

  • Category Managers,
  • Operations Managers,
  • Consumer Insights Managers,
  • Buyers,
  • Promotional Managers,
  • Merchandising teams,
  • Space planners,
  • Business/Sales Analysts…

Manufacturers / Suppliers:

  • Category Managers,
  • Consumer Insights Managers,
  • Trade Marketing Managers,
  • Business/Sales Analysts,
  • Brand Managers,
  • Key Account Managers,
  • New Bussiness Managers,

WHEN & WHERE

Date & Time:

19th – 20th September 2019, 9:00 – 18:00

Venue:

Panorama hotel, Milevská 7, 140 63 Prague

Agenda

DAY 1

Registration

Introduction: Why Shopper-Centric

  • Opportunities arising from improved shopper understanding

Category Management recap

  • Key principles of Category Management, how do retailers/manufacturers collaborate

The shopper along the 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 behavior should we be influencing and which performance criteria to use

Insights

  • How to generate deep motivational insights about shoppers

DAY 2

Review Day One

Product Range

  • How to design a range considering shopper needs, market coverage, product incrementality

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 achieved the desired behavior change

Shopper sub-conscious behavior

  • How to influence shoppers at the point of purchase without them even noticing

Wrap-up, Q&A