Successful Shopper Activation

Because they're worth it: why it pays to know your shopper

About this workshop

This one-day interactive course is designed to share some key principles to help delegates better activate their plans with shoppers. The workshop draws on the expertise of the IGD shopper and category capability team, underpinned by our most recent research and illustrated through industry case studies.

There will be group exercises based on a case study to bring the learnings alive.

Who is it for?

This workshop is for category executives or managers, shopper executives, trade marketing executives and those who are new to these roles. It will help them understand some key principles and best practice to incorporate into their shopper activation plans.  

As a result of attending our ‘Successful Shopper Activation’ workshop, you will:

  • Understand the key components great shopper activation
  • Appreciate how to put the shopper at the heart of brand/category/retail and commercial decision-making
  • Be able to use the ‘Path to Purchase’ to identify opportunities to influence shoppers
  • Understand the fundamentals of great shopper messaging

What will you experience at this workshop?

This is interactive training, so you will get hands-on with a range of data, tools and processes. The workshop involves team breakout sessions that enable the skills, tools and processes taught to be practised, and ensured delegates can then replicate them back in the office. 


Meet the trainer

Ray Leung

Ray Leung

Ray Leung tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 12 years' experience working for FMCG companies such as Associated British Foods, Britvic, Reckitt Benckiser, and most recently Mondelez. He has worked in marketing, trade marketing, and category management.  Ray is really keen on understanding and developing what category management means within the online channel.



"Great course. I learnt some great fundamentals for shopper activation which I can take through to my business"

"Excellent course. Thank you for helping my development"

"This course has helped me to see the wood through the trees by understanding the differences between category/shopper/marketing"

"Fantastic workshop and the tutor Ray made the day fun and educational"

21-22-23 July 

What are the biggest drivers of growth in online shopping? This virtual training session will guide you through the process of optimising the online shopping experience. Ideal for anyone looking to grow their knowledge in ecommerce.

Over the course of three days, you will take part in live one and a half hour classes.

If you have a specific business challenge or training requirement we can tap into our expertise and put together something just for you.

Free online video, infographics and tools.

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