Shopper Centric Category Management

During the workshop you will

  • 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​.

It was a lot more than I expected. Informative and highly professional. Thank you a lot, amazing work in just two days.

Average rating 4,7/5
98% recommendation rate for this program around the world
Hundreds of FMCG professionals trained


Buyers, Category managers, Trade marketing team Analytics team, merchandising, Consumer and Market insight team, Key account managers


Intermediate (recommended for those with prior experience in CatMan)​


June 20-21, 2024 Online, Multimarket, English


Day 1

  • Introduction
  • Market Trends Overview
  • Category Management Overview
    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

Fees & Discounts

Early bird discount if registration is formalized at least one month before the workshop takes place. Group discounts apply for 2 and more participants from the same company or a participant attending more than one workshop. Comprehensive course materials, case studies and individual certificates are included.

For more information

Aiste Kuke | | (+370) 681 63034 /LT, ENG, RU/