SHOPPER-CENTRIC CATEGORY MANAGEMENT WORKSHOP
WHAT IS IT?
WHAT IS IT?
Interactive workshop covering presentations, group discussions, exercises, case studies to help you:
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
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?
WHO SHOULD ATTEND?
Retailers:
Retailers:
- Category Managers,
- Operations Managers,
- Consumer Insights Managers,
- Buyers,
- Promotional Managers,
- Merchandising teams,
- Space planners,
- Business/Sales Analysts...
Manufacturers / Suppliers:
Manufacturers / Suppliers:
- Category Managers,
- Consumer Insights Managers,
- Trade Marketing Managers,
- Business/Sales Analysts,
- Brand Managers,
- Key Account Managers,
- New Bussiness Managers,
- …
Level: Intermediate to Advanced (not suitable for Beginners)
Level: Intermediate to Advanced (not suitable for Beginners)
WHEN & WHERE
WHEN & WHERE
Date & Time:
19th - 20th September 2019, 9:00 - 18:00
19th - 20th September 2019, 9:00 - 18:00
Venue:
Panorama hotel, Milevská 7, 140 63 Prague
AGENDA
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