Category Management - Advanced Master Class

This master class further deepens and broadens the 8 steps of the Category management process and highlights some organisational prerequisites for successful category management. The program is developed and coordinated by Luc Desmedt (LD&Co).

After having followed the 3 day Advanced program you will:

• Comprehend the need for an engaging category vision and know how to develop this
• Know how to get optimal collaboration between suppliers and retailers by developing engaging trade presentations and setting up co-creation sessions
• Understand the fundamentals of space management and know what it takes to develop effective planograms
• 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

Program:

The different building blocks of the program will be delivered by a selection of trainers who are experienced experts in their field:

• Luc Desmedt (managing director LD&Co and coordinator of the program)
• Steven van der Linde (Assortment & Space Optimisation Leader Benelux Nielsen IQ)
• Karel Demeester (founding partner Callebaut Collective)
• Carine Vaeremans (CEO Profacts)
• Luc Demeulenaere (Sr advisor Demeulenaere & Co)

Morning: 

• Recap of Category management basics and positioning of the different advanced training modules within the category management process
• Category definition: development of a category vision
  → Luc Desmedt, managing director LD&Co

Afternoon

• Category analysis and tactics: how to define the optimal assortment and planogram 
  → Steven van der Linde - Assortment & Space Optimisation Leader Benelux NielsenIQ

Day 2

Morning: 

• 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

Afternoon

• 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

Day 3

Morning

• Category assessment and tactics: how to generate the shoppers insights, needed for developing shopper based category plans data? What are the state-of-the art methodologies? 
  → Carine Vaeremans, CEO Profacts

Afternoon

• Presentation of the Category and Brand Building Framework, offering a targeted, omnichannel Category management approach 
  → Luc Demeulenaere, Sr advisor Demeulenaere & Co

Practical information

Participation fee:

• GS1 Belgilux members: € 1.195 excl. 21% VAT
• GS1 Belgilux non-members:€ 1.495 excl. 21% VAT

Participants are requested to bring a laptop.

This training is conducted in English, but all trainers can answer questions in Dutch and French.

Questions? Contact us via support@gs1belu.org