Shopper Centric Category Management workshop

Dec 1 & 2, 2022



Chryssa Asmatzi
Category Management Consulting Leader for East Europe

Workshop Details

During this workshop you will learn to:

  • Adapt execution to different shopper profiles based on segmentation and store clustering
  • Apply a relevant mix of assisting and influencing shoppers when deciding on assortment, placement, price and promo
  • Understand and leverage shopper needs to capitalize opportunities for your business


Intermediate (recommended for those with prior experience in CatMan)


December 1st & 2nd, 2022


Day 1

  • Introduction
  • 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
  • Shopper Insights
    How to create a deep shopper understanding?​

Day 2

  • Day 1 Review
  • Shopper Solutions: Assortment
    Understanding use of market coverage in assortment management
    Listing, maintaining and delisting products
    Product incrementality
  • Shopper Solutions: Merchandising
    Space Management definition
    Macro and micro layout
    Influencing vs assisting the shoppers on the store floor
  • Shopper Solutions: Price
    Understanding factors influencing the shopper reaction to price
    Pricing analysis process​
  • Shopper Solutions: Promotion
    Shopper centric promotion framework
  • Neurological Findings
    Driving in-store implementation

For more information

Konstantinos T. Bampos, Client Business Partner, NielsenIQ Greece & Israel |
+30 6936 604338

Anastasis Panousopoulos, Client Business Partner, NielsenIQ Greece |
+30 6936 552835