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Successful Shopper Activation

About this workshop

Shopper engagement

This one day interactive course is designed to share some key principles to help delegates better activate their plans with shoppers. The workshop draws on the expertise of the IGD Shopper and Category Capability team, underpinned by our most recent research and illustrated through industry case studies.

There will be group exercises based on a case study to bring the learnings alive.

Who it is for?

This workshop is for category executives or managers, shopper executives, trade marketing executives and those who are new to the role and want to understand some key principles and best practice to incorporate into their shopper activation plans. 

As a result of attending our ‘Successful Shopper Activation’ workshop, you will:

  • Have the shopper at the heart of brand/category/retail and commercial decision-making
  • Be able to use the ‘Path to Purchase’ to identify opportunities to influence shoppers
  • Make better commercial decisions through effective analysis and evaluation of activities
  • Understand how building Perfect Store and Perfect Point of Purchase capability benefits your organisation 

What will I experience at this workshop?

This workshop is interactive and utilises IGD’s experience and understanding of industry best practice. It involves team breakout sessions to practice the new skills, tools and processes and ensure delegates can replicate them back in the office.

The programme

To view the full programme details, please click here.

Essential information

  • Registration is open from 8:30am ready for a prompt 9am start and you will be on your way home by 5pm
  • A light breakfast will be available on both mornings with unlimited tea, coffee, water and fruit on offer plus homemade cookies, cakes and chef cooked lunches
  • The dress code is smart casual
  • We have free parking at IGD, however please check the venue details when booking as we do deliver sessions at other venues from time to time
  • To see our location, local train station details and other travel information, please see

Meet the trainers

Ray Leung

Ray Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years FMCG experience working for FMCG companies such as Associated British Foods, Britvic, Reckitt Benckiser, and most recently Mondelez. He has worked in marketing, trade marketing, and category management.  Ray is really keen in understanding and developing what category management means within the online channel.


Please note the trainers for each course may vary based on availability

Book your place here

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Grange Lane
Letchmore Heath
WD25 8GD


18 July 2017, Watford
25 October 2017, Watford