OPTIMIZE IN-STORE TACTICS USING TOOLS & TRICKS BASED ON SHOPPER BEHAVIOR, SHOPPER SEGMENTATION, STORE CLUSTERING & INSIGHTS.
WHAT IS IT?
Interactive workshop covering presentations, group discussions, exercises, case studies to help you:
• Plug a shopper-centric framework into your existing CatMan processes
• Get insights on Shopper sub-conscious behavior and implications
• Define a consistent trade strategy addressing deep shopper insights
• Develop tactics to win the battle for shoppers
• Apply the latest findings of neurological research into in-store tactics
• Network with people in the category management domain
WHO SHOULD 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 Management, , Brand Managers, Customer/Trade Marketing Managers, Key Accounts Managers, Category Managers and their teams
Other business: Anyone with the hunger for Category Management knowledge to develop their market strategies
Industries: FMCG, Pharmaceuticals, DYI, others.
WORKSHOP FEE & DETAILS
Date & Time: 07-08th May 2019, 8.30 to 17.00
Venue: Park Inn by Radisson Riga Valdemara, Krogus iela 1, Riga, Latvia
Inclusion: Comprehensive course materials, case studies and certificate; Business lunch and refreshments on both days
Fees: 960€ per participant excl VAT, 10% discount for second and following participants from the compan
Registration: Online till May 3rd. Registration form
For more information please contact [email protected], +370 614 20565
|DAY 1||DAY 2|
||Review Day One
Introduction – Why Shopper-Centric
Opportunities arrising from improved shopper understanding
Product assortment, placement, merchandising, pricing and promotions
Category Management Fundamentals
Key principles of Category Management, how do retailers/manufacturers collaborate
Which merchandising and in-store theatre principles to apply to help but also influence shoppers at the point of purchase
Path to Purchase
Shopper segmentation, Shopper Mission, Channel/Store choise, Store Clustering and implications for tactics
How to determine SKU pricing given shopper price awareness and sensitivity
Defining and Structuring a Category
How to go beyond quantitative category decision trees
When to promote, which segments to promote, which mechanics to choose to achieve the desired behaviour change
Defining Strategic Opportunities and KPI’s
What shopper perception and behaviour should we influence and which performance criteria to use
Shopper Sub-consciuos Behaviour
How to influence shoppers at the point of purchase without them even noticing
How to generate deep motivational insights about shoppers
EVGENIA TRIMMI | Nielsen Category Management Leader Europe
Evgenia has 10 years of consulting and market research experience in the FMCG sector across the broader European region. With deep knowledge and broad experience in analytics, management consulting and strategic planning, she has held a number of commercial and consulting positions.
Having established a strong footprint with major FMCG manufacturers and retailers, she has specialized in pricing and promotional optimization, strategic planning and shopper marketing. She has a passion for marketing management and its applications. Through her training sessions, she delivers an integrated perspective that combines manufacturing, retailing and analytical perspective.
Evgenia delivers a series of training workshops and leads Nielsen Educational initiatives for the European region.