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Category Management is widely acknowledged as an important business process – within that, Ranging and Merchandising plays an important part in helping to guide the shopper to make the right choice.
Have you ever been tasked with delivering a range or planogram to drive category growth – but don’t know where to start?
Have you fully appreciated the importance of an effective range and merchandising strategy – and the positive effect it can have on sales and margins as well as improving the overall shopping experience? Then IGD Academy’s Introducing Ranging and Merchandising workshop is the solution for you.
Introducing Range and Merchandising is a practical one day workshop which will equip you with the knowledge and skills required to develop and construct a merchandising plan which will deliver you category objectives as well as meeting the needs of shoppers.
- Be able to demonstrate the principles of ranging and merchandising within the category management process.
- Identify the right performance data which will help you to build a compelling range and assortment propositions – which meets your category objectives.
- Specifically tailor range and merchandising plan to meet retailer, channel and shopper needs
- Strike the right balance between financial objectives and operational constraints when developing in-store proposals.
- Focus on the shopper and how to improve the overall shopping experience – the role of merchandising is to help shoppers make the right choice.
The workshop is designed for those who are new to either Category Management or who have a need to develop skills in range, assortment and space management, especially if you want to be able to translate range and assortment into a planogram.
Ideally we would recommend that you complete IGD Academy’s getting started workshop before attending.
- Trading Manager
- Merchandising Manager
- Buyer / Buying Assistant
- Product Manager
- Category Manager
- Sales Manager
- Category Insight Manager
- Space Planning Manager
- Customer Insight Manager
- Account Manager
- Customer Insight Executive
We know that people learn in different ways: by sight, sound and touch. This workshop is highly visual, interactive and practical. Group exercises and discussions are used throughout the day and we ensure that attendees ‘learn by doing’ so that you can apply your new knowledge and skills back in your business. Case studies and best practice examples are used throughout.
Participants will receive a copy of the key training materials.
The workshop starts at 9.00am and finishes at 17.00pm
| MACRO VERSUS MICRO SPACE |
- How the overall shopping experience is affected by store layout, location of departments in store and product adjacencies.
- What are the key influences in allocating space to individual product categories?
- How does range and merchandising fit within the category management process?
- Purchase decision hierarchies – what are they? Why are they so important?
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| Retailer and Shopper Strategies |
- Aligning merchandising decisions with retailers strategy
- Understanding the shopper
- Who are they?
- What are they buying?
- How do they shop in-store?
- How to capture the relevant insights and translate them into successful range and merchandising decisions
- How demographics play an important part in tailoring the range to meeting existing and target shopper groups
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| DECIDING THE RANGE |
- The range process, what’s involved? Using a manual process or a software tool?
- The operational, financial and shopper factors you need to consider in retaining, listing or de-listing products.
- Determining the range exercise
- Resources and tools available to help you
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| Merchandising Best Practices |
- Using a case study example, build a merchandising plan, from schematic outline to shelf layout and position
- Being able to flex space according to financial measures
- Merchandising principles and operational rules
- Working within a legal framework
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19th September |
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