Successful Category Management (In-Person)
Successful Category Management
15-16 May 2024

09:00-17:00 BST | In-person
Sold out!

9-10-11 July 2024

13:45-15:45 BST | Virtual

1-2-3 October 2024

09:45-11:45 BST | Virtual


Workshop overview

Our most popular workshop is a vital start to any category management career.

This workshop will give you the tools, techniques and processes to ensure you develop your skills in category management to build meaningful strategies and solutions to build category sales. Our industry experts will help you understand the principles of category management, the IGD process and how to apply key category management tactics.

Two days of in-person training at the IGD office allows you more time to practice applying the principles of category management, working in groups with peers from other businesses, to develop deeper knowledge and skills.

You’ll get hands on with the data and partake in real-time exercises to build your knowledge and skills, leaving prepared to build and deliver category management proposals and solutions.

Learning outcomes

Have a practical understanding of the IGD Category Management process.

You’ll have gained new category management tools and techniques that you can adopt when back in the office.

Know how to make robust compelling category recommendations born out of information and insight.

Be confident in building an effective range recommendations, based on current performance and future opportunities.

Who is it for?

For those in their first year of category management or those commercial managers looking to understand and apply category management ways of working in their own roles.

This workshop is just the beginning of your learning journey and can be used in conjunction with the following workshops and courses to support your first year in category management.

Testimonials from past participants

The content of the course was good and I enjoyed the fact we had breakout sessions that enabled us to put our learnings into practice. The tutor was very experienced and patient and facilitated the course well.

The workshop is perfectly paced and logically delivered.

The session ran well and was very organised. Simon clearly had a lot of industry knowledge and was able to give lots of real-world examples which aided understanding.


Day 1
7 hours 30 mins

Data to strategy

Defining Category management and introducing the IGD 6 Step category management process.

You will get to consider diverse ways of defining categories, to unlock new opportunities.

How to conduct a data assessment and identify category opportunities. Key focus on balance demand sales and profitability.

You will understand the importance of a collaborative strategy and how to build one.

Know what is a category vision and its importance in driving growth in the category.

Closer to the shopper

The importance of the shopper in driving category growth, how they may differ from the consumer

You will understand the shopper’s journey to purchase, from store selection to trial and the different opportunities to influence along the journey.

You will get to understand the subconscious shopper process to selecting a product; how this process and the linked decision tree can unlock new opportunities.

How to communicate to shoppers in-store.

Day 2
7 hours 30 mins

Range, space and layout

bullet point Introduce the IGD range management process and use it to build an efficient range, that delivers growth in line with the category strategy.

bullet pointYou will be able to ensure the right space to drive the strategy and ensue products are visible and available for the shopper.

bullet pointUnderstand the key dynamics that are at play at the fixture that influence the shopper, and how to leverage on your own store layouts.


bullet pointImportance of engaging collaboration, and how do you make.

bullet pointTrust is essential in collaborative relationshsips but is easily lost, what are the dos and don’ts of building trust in category management.

bullet pointConducting a review of a category initiative to unlock successes and future opportunities.


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

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