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

10-11 May

9:00-16:30 BST | In-person

11-12-13 April

9:45-11:30 BST | Virtual

4-5-6 July

9:45-11:30 BST | 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 review the 6 stages of IGD’s category management process from analysis and opportunities to engaging partners and implementation.

Through the two days delegates will 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, then this is a great opportunity to develop your expertise and deliver more traction with your insight and proposals internally and with retail partners.


The face-to-face will be delivered by our industry experts in high energy, engaging workshop across two days at our offices near Watford.

Day 1
Duration: 9:00-16:30

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

Building a plan to deliver future category success

Managing an ongoing category relationship with the retailer

Day 2
Duration: 9:00-16:30

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

Learning outcomes

Build sustainable collaborative value relationships with partner businesses.

Build and implement plans that deliver growth for the category in the short and long term.

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

Select and track the right KPIS to understand progress and success; and when to take corrective actions.

Build sophistication and rigour into your category proposals in range, space, layout, and promotions.


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!