Master Essential Skills & Topics for Retail and CPG

Well-defined category foundations provide the rules, guidelines, and strategies for a category’s success or failure by aligning to how the Shopper most likely views the category; how items are segmented; and a solid category decision tree. Participants learn how to assign Category Roles and Strategies with the Shopper in mind, including their emotional needs, and be more creative when it comes to defining Retailer strategies.

Course Overview Participants learn how retailers can take category roles one step further, by assigning strategies to each category. These strategies help the retailer to define the purpose of each category in the store, beyond the category role. The strategies consider how the consumer shops, the image of the retailer, and the competitive nature of the categories. Participants will understand how these category strategies dictate more detail surrounding the tactics that relate to each category. Approximately 2 hours course time