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