Prerequisites for effective category management: ensuring alignment - both internally and between supplier and retailer, setting priorities, developing engaging presentations, co-creation of strategies and plans,..
→ Luc Desmedt, managing director LD&Co
Category assessment and tactics: how to apply the category management principles to e-commerce as part of an omnichannel approach?
→ Karel Demeester, founding partner CallebautCollective
Tom Cornelis (Commercial Lead Consumer Panel Belgium at GfK)
After following the 4 day Essentials program you will:
Know the 8 steps of the category management process and how to implement them
Understand why category management represents the ideal platform to win at the moment-of-purchase, the crucial touch-point within the customer journey.
Understand how category management can bring the collaboration between retailers and suppliers to a higher strategic level.
Comprehend the need for an engaging category vision and know how to develop this
Master some techniques and practices to strengthen the depth of the category assessment and the quality of category plans
Know the state-of-the-art shopper research methodologies and understand the strengths and limitations of each methodology
Understand the similarities and differences between category management in the physical store and the retailer webshop, from fixing the basics ("don't frustrate me") till more advanced activations ("guide & surprise me").
Learn how starting from the common brand & retailer omnichannel customer journey helps to identify and prioritize value adding category management initiatives.
Understand the essentials of target shopper-based category management, delivered via a unique framework
GS1 Belgilux Members for 4 days: € 1.595 excl. 21% VAT
GS1 Belgilux non-Members for 4 days:€ 1.995 excl. 21% VAT
Participants are requested to bring a laptop.
This training is given in English, but all trainers can answer questions in Dutch and French.