GS1 Essentials Master Class Category Management - April & May 2021

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 flavour 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.

By Luc Desmedt - Managing Director LD&Co

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


 Consulting        Training




9100 Sint-Niklaas

  • LinkedIn Luc De Smedt

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