Shopper Centric Category Management Online Workshop

Sprecher:Chryssa Asmatzi (Category Management Business Consulting Leader)
Ort: Online

Join us in this online workshop and learn how to dominate each step of the Shopper Centric Category Management process to deliver value to your customers. Adapt your execution to different shopper profiles based on segmentation and store clustering and apply a relevant mix of assortment, placement and pricing, in order to capitalize opportunities for your business. We will rely upon technology to keep a good learning online environment for all participants.


Retailers, Manufacturers, Suppliers, Distributors, Agencies and anyone with a hunger for Shopper Centric Management knowledge

Workshop language:



max. 20 participants


  • 1.100 / participant


  • Comprehensive course materials, case studies and certificate


For registrations please email to

For questions and more information, please contact:

Christoph Luther
Senior Sales Consultant
 +49 (0)172 1365 315


DAY 1:

  • Part 1: 9:00 am to 12:00 pm
  • Part 2: 2:00 pm to 05:00 pm
  • Registration
  • Introduction
  • Registration and Introductory Instructions
  • Market Trends Overeview
  • Category Management Review
  • 8 steps of Category Management
  • Benefits of Category Management
  • What is Shopper Centric Category Management?
  • Opportunities resulting from a better understanding of the buyer
  • Shopper Definition
  • Path, customer decision tree, customer segmentation, and clustering of stores
  • Shopper Opportunities
  • Cross-Category Assessment
  • Category Assessment

DAY 2:

  • Part 1: 9:00 am to 12:00 pm
  • Part 2: 2:00 pm to 05:00 pm
  • Brief repetition of day 1
  • Shopper Insights
  • How to create a deep understanding of the buyer?
  • Shopper Solutions: Assortment
  • Market coverage
  • Product listing, delisting and maintaining
  • Finalization and quantification
  • Shopper Solutions: Merchandising
  • Space Management Definition
  • Macro and Micro layout
  • Shopper Solutions: Price
  • Inputs that influence in the price
  • Pricing process analysis
  • Shopper Solutions: Promotion
  • Shopper centric promotion framework
  • Neurological Findings
  • Driving in-store Implementation


Chryssa Asmatzi – Category Management Consulting Leader

Chryssa has more than 25 years of experience in Retail, with expertise in all facets of marketing, branding, communications, business development and e-commerce, 7 of which in Category Management for key retailers in Greece, i.e. Carrefour Marinopoulos, Makro Cash & Carry, etc.

She is specialized in strategic planning and analysis, shopper marketing, customer insights, digital marketing and has a passion for e-business and innovative communications strategy development.

Chryssa delivers a series of training workshops with an integrated perspective that combines manufacturing, retailing and analytics. She is a Senior member of the Nielsen Category Management Consulting Team Europe.