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[LIMA REKOMENDUOJA] SHOPPER CENTRIC CATEGORY MANAGEMENT WORKSHOP

[LIMA REKOMENDUOJA] SHOPPER CENTRIC CATEGORY MANAGEMENT WORKSHOP

[LIMA REKOMENDUOJA] SHOPPER CENTRIC CATEGORY MANAGEMENT WORKSHOP

2021-09-28 09:00, Online | Dalyvauja: 0 Registracijos terminas: 2021-09-27

LiMA nariams taikoma -25% nuolaida.

Nuolaidos kodą rasite vidinėje komunikacijos sistemoje.

Kviečiame prisijungti!

 

Shopper Centric Category Management Workshop September 28-29

Workshop:

■ 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

Key topics:

■ 8 steps of category management focusing less on numbers and more on shopper insights
■ How will your decision making change, given different shopper segments?
■ Discuss how we can influence and help the shoppers make choices in the store
■ Creating insights to reflect them in the in-store tactics like assortment,merchandising, price and promotions.

Agenda:

DAY 1: 09:00 – 12:00 & 13:00 – 16:00

DAY 2: 09:00 – 12:00 & 13:00 – 16:00

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


Registracija:

■ Registracija vyksta iki rugsėjo 27 d. šiuo adresu:

REGISTRACIJA

Renginio kaina: 800€ + PVM
LiMA nariams taikoma -25% nuolaida! 
Nuolaidos kodą rasite vidinėje komunikacijos sistemoje. Prisijunkite!

PLAČIAU APIE RENGINĮ

Sritis:

Kategorijų valdymas

Forma:

Internetu; Baltijos šalių įžvalgos; Diskusijos; Praktinės užduotys; Q&A

Vieta:

Internetu

Kaina: 

Bilieto kaina: 800€ + VAT 
LiMA nariams taikoma -25% nuolaida!
Nuolaidos kodą rasite vidinėje komunikacijos sistemoje. Prisijunkite!

Data:

2021 m. rugsėjo 28 - 29 d.

Organizatorius:

NielsenIQ, aidas.demenius@nielseniq.com, +370 68163034

Lietuvos marketingo asociacija (LiMA) neatsako už renginio organizavimo ir turinio kokybę.