In today’s highly complex and competitive retail environment, your prospective customers’ attention spans are shorter and more fragmented than ever. Therefore, turning shoppers into buyers, and turning buyers into loyal customers is about more than impressing them with the right products and messages. In fact, it is all about making their shopping experience as pleasant and easy as possible.
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 and is built to achieve the following learning objectives:
Understand the commercial business environment in which we are operating 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
Learn the basics of category management and how to apply category management in a pragmatic way:
Define a clear category vision
Define category growth opportunities
How to address the identified growth opportunities via a well-founded category strategy and solid category plans
Learn the basics of the key data in category management, Nielsen and GFK, and how to use these data throughout the CatMan process.
Understand which shopper insights are needed to complement quantitative data
Get a flavor of how omnichannel should be integrated in category management
Understand the role and contribution of both suppliers and retailers in the category management process
This training consists of
2 days on the Category Management basics
1 day on the use of Nielsen/GfK data in Category Management (optinal)
It will be delivered by experienced trainers from LD&Co with the collaboration of Nielsen and GfK only for day 3.
The training is brought via a combination of interactive presentations and workshops, offering the opportunity to interact with people with a similar function.
This training is delivered in English, but all participants can interact in their native language