■ Introduction – Why Shopper-Centric

• Opportunities arising from improved shopper understanding

■ Category Management recap
• Key principles of Category Management
• How do retailers/manufacturers collaborate
• Path to Purchase
• Shopper segmentation
• Shopper missions
• Channel/Store choice

■ Store Clustering and implications for tactics
• Defining and structuring a category
• How to go beyond quantitative category decision trees
• Defining strategic opportunities and KPIs
• What shopper perception and behaviour should we be influencing
• Which performance criteria to use

■ Insights
• How to generate deep motivational insights about shoppers

■ Day 1 Review

■ Product Range
• Product assortment, placement

■ Merchandising, pricing and promotions
• Merchandising
• Which merchandising and in-store heatre
principles to apply to help but also influence
shoppers at the point of purchase

■ Pricing
• How to determine SKU pricing given shopper
price awareness and sensitivity

■ Promotion
• When to promote
• Which segments to promote
• Which mechanics to choose to achieve the
desired behavior change

■ Shopper sub-conscious behavior
• How to influence shoppers at the point of purchase without them even noticing

■ Q&A