Events

Shopper Centric Category Management Workshop

Presenter:Chryssa Asmatzi (Category Management Consulting Leader for EE)
Location: Life Gallery Hotel

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 must have a 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.

INCLUSION:

  • Comprehensive course materials, case studies and certificate
  • Business lunch and refreshments on both days

Fees:

  • €1,200 (1st participant/company)
  • €720 (2nd participant/company) 40% discount
  • €600 (3rd participant & more/company) 50% discount

For more information, please contact your Nielsen representative.

AGENDA

DAY 1: 09:00 – 18:00

Registration

  • Introduction – Why Shopper-Centric
    Opportunities arising from improved shopper understanding

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

  • 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 behaviour should we be influencing and which performance criteria to use

  • Insights
    How to generate deep motivational insights about shoppers

DAY 2: 09:00 – 18:00

Review Day One

  • Product Range
    Product assortment, placement, merchandizing, pricing and  promotions

  • 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

  • Q&A

SESSION FACILITATOR

Chryssa Asmatzi – Category Management Consulting Leader for East Europe

Chryssa has more than 20 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 leads Nielsen Category Management Consulting for the EE region.