Advanced Category Management (Virtual)
Advanced Category Management Techniques
12-13-14 March 2024

13:45-15:30 GMT | Virtual

4-5-6 June 2024

09:45-11:45 BST | Virtual

25-26 September 2024

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

5-6-7 November 2024

09:45-11:45 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.

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’s 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 virtual workshop will be delivered across three bite-sized sprints.

Day 1
Duration: 2 hours
Shopper and consumer

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.

Micro analysis

Understand the influences of product performance to get to the true underlying performance.

How to look in more detail at uncovering the dynamics at play at SKU level.

Day 2
Duration: 2 hours
Collaborative strategy

bullet pointThe role of the category vision to deliver future success, internally and externally.

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

Optimising range, space and layout

bullet pointBuilding more sophisticated range, space and layout recommendations, using and constructing composite ranks. Sizing the opportunity of recommendations.

bullet pointLeveraging the fixture layout to influence positive shopper behaviour, ensuring layouts are productive and efficient.

Day 3
Duration: 2 hours
Collaborative relationships

Understand what is collaboration when it comes to category management, and how to maintain a collaborative partnership.

Building annual plans in category management, to deliver category influence and growth.

Implementation and review

Pre-empting the challenges of implementation and planning ahead.

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

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield 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