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