Advanced Category Management (In-person)
Advanced Category Management Techniques

25-26 September 2024

09:00-17:00 BST | In-person

5-6-7 December 2023

13:45-15:30 BST | Virtual

12-13-14 March 2024

13:45-15:30 GMT | Virtual

4-5-6 June 2024

9:45-11:45 BST | Virtual

5-6-7 November 2024

9:45-11:45 GMT | Virtual

Workshop overview

Develop your category management techniques and learn to build better relationships and proposals. Our experts will introduce you to new tools and techniques that will improve how you deliver your recommendations.

This workshop will be delivered in-person at the IGD office . Through the two days you’ll work through a case study to build, develop and deliver a compelling proposal to drive category growth.

If you are in a category management role with a few category reviews under your belt looking to continue building your capability in category management, then this is a great opportunity to develop your expertise and deliver more traction with your insight and proposals internally and with retail partners.

Learning outcomes

Learn how to build sophistication and rigour into your category proposals in range, space and layout.

Better understand shopper and consumer behaviour and better use different types of segmentation to deliver results.

Gain the tools to better understand the dynamics of performance at a micro level and leverage in forecasting future performance.

Know how to select and track the right KPIS to understand progress and success; and when to take corrective actions.

Who is it for?

Those looking to continue developing their skills in category management; you are likely to of attended our Successful Category Management Workshop.

Worked in a category management role for at least six months.

Testimonials from recent participants

The content was really succinct and relevant to my role as Category Manager. Most of the attendees were at a similar level so I got a lot out of the group discussions.

Great techniques shared by Simon which will be very useful / vital in any category managers job!

Excellent balance of tutorial and discussion with a wide variety of attendees.

The course had a good mix of examples and talking from the tutor to then getting broken up into breakout rooms so we could discuss/ try out activities in smaller groups.


This workshop will be delivered over two days at the IGD office.

Day 1
Duration: 7 hours 30 mins

Shopper and consumer

Understand how the wider macroeconomics influences shopper behaviour and how to build plans to leverage.

Greater in-depth understanding of the consumer and shopper including the consumer journey, segmentation, and the role of touchpoints and how to leverage in category plans.

Understand importance of unmet shopper needs in delivering category led innovation.

Collaborative strategy

The role of the category vision to deliver future success, internally and externally

Building a collaborative relationship and merging customer needs with the overarching category strategy; to build collaborative plans to deliver the objectives.

Managing and delivering the shared plan and ensuring it is on track to deliver the shared goals.

Day 2
Duration: 7 hours 30 mins

Optimising range, space and layout

bullet pointBuilding more sophisticated range, space and layout recommendations, considering efficiency as well as productivity.

bullet pointLeveraging the layout to influence positive shopper behaviour.

Category promotional planning

bullet pointUnderstanding the financials behind promotions and how to achieve the triple win.

bullet pointThe role and impact of promotions on category management; how category thinking can be incorporated to create better triple win category promotional plans.

Implementation and review

bullet pointTackling the challenges of implementation. Minimising poor implementation.

bullet pointSetting KPIs for plans and planning timely reviews – short and long term.


IGD, Grange Lane, Letchmore Heath, Watford, Hertfordshire WD25 8GD, UK

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Led by IGD's category management expert Simon Attfield, he tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield

Book your place today!