GS1 Master Category Management
Next edition October 2019
In today’s highly competitive and complex environment, the moment-of-truth in the consumer’s journey is when he makes the purchase, regardless of whether this happens in-store or on-line. Defining how to attract shoppers and especially how to convert shoppers into buyers, per category, is a key challenge for both retailers and suppliers.
This GS1 Category management training, set up in collaboration with LD&Co, is designed to provide the basic skills and knowledge to address this challenge.
After following this 3 day program you will:
Gain in-depth understanding of the commercial business environment and the importance of the moment-of-process within the commercial strategy.
Understand why category management represents the ideal platform to effectively manage the moment-of-purchase.
Understand the role and contribution of both suppliers and retailers in the category management process.
Learn how to define a clear category vision.
Learn how to define category growth opportunities and how to address them with your category strategy and solid category plans.
Learn from Nielsen and GFK which data you need to acquire, analyse and use for effective category management
Understand which shopper insights are needed to complement quantitative data.
Get a flavor of how omnichannel should be integrated in category management.
Day 1 and 2: Introduction and 8 step Category Management Process:
Importance of the moment-of-purchase in the commercial strategy.
How can category management help to effectively address this challenge?
Definition and content of category management, tips and tricks, hands-on workshop.
Day 3: How to use data for effective Category Management?
How to effectively use trade panel and consumer panel data within the category management process?
The use of Nielsen and GfK data: how can Nielsen and GfK help to measure, analyze and optimize your category management efforts?
By Tom Penninckx - Client Business Partner Nielsen
By Davy Van Raemdonck - Research Director - Shopper GfK
GS1 Belgilux members:
Day 1 and 2 only: € 995 excl. 21 % VAT
Full program: € 1.195 excl. 21% VAT
Day 1 and 2 only: € 1.295 excl. 21% VAT
Full program: € 1.495 excl. 21% VAT
Participants are requested to bring a laptop.
This training is conducted in English, but all trainers can answer questions in Dutch and French.
Koningsstraat - Rue Royale 76 b1
1000 Brussel - Bruxelles
Wednesday October 2, October 9 and October 16 2019
From 9.00 AM until 5PM