WORKSHOP DELIVERY
Online or face-to-face
24-32 participants
Sales, procurement and marketing functions at
retailers & manufacturers
2 days
CATEGORY MANAGEMENT PRINCIPLES
The must-go workshop to learn the essential fundamentals of Category Management and start working in this area. Covers the ressources needed, the link with the overall business strategy, the collaborative retailer-supplier relationship and ECR's famous 8 steps Category Management process from strategic decision to tactical implementation. Predominantly focusing on in-store sales, attendees are building a category plan leading to assortment, space planning, price & promo plans as they go through each step during the workshop. An introduction to e-commerce / omnichannel Category Management shows how the principles are adapted to other trade channels.
2 days
CATEGORY MANAGEMENT SOLUTIONS
A follow-up to the Category Management Principles workshop, this training is emphasising on putting the shopper at the very heart of the category strategies and tactics. Using CMA's Category Management 2.0 process as a reference, it introduces tools like segmentation, missions, insights, shopper (sub)conscious behaviour to inform every step of the Category Management process. Throughout the workshop, attendees learn how to adapt their category plans and in-store tactics in order to sell solutions to the shoppers.
E-COM
CATEGORY
MANAGEMENT
2 days
A follow-up to the Practical Category Management workshop, this session dives into how to apply Category Management in digital retail channels. Applying CMA's 5-Ds E-Commerce Category Leadership process, the training addresses similarities and differences between offline and online shopping, the different e-commerce models and their implications, the roles of the various shopper touchpoints, the search algorithm and the 5Ps online tactics. At the end of a workshop, participants practice their learnings on real retailers' websites.
OMNICHANNEL CATEGORY MANAGEMENT
2 days
A follow-up to the Practical Category Management and E-Com Category Management workshops, this session focuses on developing a coherent strategic approach to satisfying shoppers across the various touchpoints all along their path to purchase. With CMA's Category Management 3.0 process as a reference, learners understand how, depending on the characteristics of the shoppers, each channel has a specific role to play and different tactics need to be applied. Throughout the session, learners build an omnichannel ecosystem to satisfy shoppers needs.
REVENUE
MANAGEMENT
2 days
This workshops aims at driving profit by improving sales and optimising costs throughout a company's value chain with the appropriate commercial strategies and tactics. It especially dives into leveraging the understanding of shopper needs, sensitivity and behaviour to optimise assortment, price and promotion at the right place and the right time.
STOREWARSTM
In association with the Storewars team
3 days
The renowned business simulation workshop aimed at current and future business managers. An intense and immersive experience of managing a virtual retailing or manufacturing company, negotiating and making decisions to maximise market share and profit. The session covers key business areas like finance, marketing/trade marketing, stock management, portfolio management, space management, price & promo, consumer & shopper research, sales negotiation, private label strategy, competitor analysis, etc.