Agenda
This virtual workshop will be delivered across three bite-sized sprints.
Day 1: Data to strategy
Duration: 2 hours
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.
Day 2: Close to the shopper
Duration: 2 hours
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 3: Range, space and layout
Duration: 2 hours
Introduce the IGD range management process and use it to build an efficient range, that delivers growth in line with the category strategy.
You will be able to ensure the right space to drive the strategy and ensue products are visible and available for the shopper
Understand the key dynamics that are at play at the fixture that influence the shopper, and how to leverage on your own store layouts.