Shopper-centric Category Management

Define commercial strategies addressed by deep shopper insights that connect with your category management process. This workshop is designed to teach you how to apply a more shopper-centric approach to your category management process. Topics covered include a shopper-centric framework that will walk you through segmentation types, shopping missions, channel choice, store clustering, decision trees, category opportunities and shopper needs evaluation creating insights to reflect them in the in-store tactics.

In this workshop, you will learn how to:

  • Review the category management fundamentals to be introduced to a shopper centric process.
  • Dominate each step of the shopper centric category management process to deliver value to your customer.
  • Adapt execution to different shopper profiles based on segmentation and store clustering
  • Understand and leverage shopper needs to capitalize opportunities for your business.
  • Apply a relevant mix of assisting and influencing shoppers executing assortment, placement, price and promo.

Day 1


Market Trends Overview

Category Management review

8 step process recap

Benefits of category management

What is Shopper Centric Category Management?

Shopper Centric Category Management framework

Shopper definition

Path to purchase, store clustering and shopper decision trees

Shopper Opportunities

Cross-category assessment

Category assessment

Day 2

Day 1 Review

Shopper insights

How to create a deep shopper understanding?

Shopper Solutions: Assortment

Market coverage, Listing, maintaining and delisting products, Finalization and quantification

Shopper Solutions: Merchandising

Space management definition, Macro & micro layout

Shopper Solutions: Price

Inputs that influence in the price, Pricing analysis process

Shopper Solutions: Promotion

Shopper centric promotion framework

Neurological Findings

Driving in-store implementation

Who should attend?
Who should attend?

Level: Intermediate


Category managers, merchandising managers, space and range planners, buyers, business information analysts, store managers & their teams.

Manufacturers / Suppliers / Distributors:
Category managers, key account data managers, shopper marketing managers, trade marketing managers, marketing managers, brand managers, business information analysts & their teams.