IGD presents a series of virtual workshops on ‘Successful E-commerce Management’ and ‘Successful Category Management’ for the grocery sector.
Successful E-commerce Management
27-29 April
08:45-10:30 AEDT
10:45–12:30pm NZDT
Workshop overview
Globally e-commerce has never seen such strong growth; in many countries the channel is coming of age and for other countries with the growth in digital we are seeing e-commerce will be a key grocery channel worldwide. Now is the time to make sure you are best placed to take advantage of the channel for your products and brands, and you have the skills need to succeed.
This virtual workshop will help you understand the grocery shoppers’ online purchase journey. In our interactive session, you will also learn how to optimise the key drivers of purchasing for your brands and category.
This workshop is suitable for those who are starting out within the world of e-commerce, commercial sales, category management and shopper marketing.
The workshop will incorporate best practice e-commerce from around the world but tailored for the Australian and New Zealand markets.
Agenda
The program has been split into three 1hr 45 mins sessions over three days.
Day 1
Duration: 1hr 45mins
- The growing importance of online for food and grocery
- The online grocery shopper their needs, barriers and behaviour
- The various developing e-commerce routes to the consumer
- The evolution of fulfilment models for grocery.
Day 2
Duration: 1hr 45mins
- Optimising your products to be found
- Understanding SEARCH and how to influence
- Taxonomy and polyhierarchy – its role and how to take advantage of it
- Optimising your products to convert to a sale
- Best in class imagery for e-commerce.
Day 3
Duration: 1hr 45mins
- Getting description right for products to found and bought
- The power and importance of reviews
- The right online shopper communication
- Omnichannel considerations for brands.
Learning outcomes
- Understand the key influences on the grocery shopper online
- How to fix the basics for online shopping – search, taxonomy, image and trade marketing
- Online opportunities to influence the shoppers’ behaviour.
Successful Category Management
24-26 May
10:45-12:30pm AEDT
12:45pm–2:30 NZDT
Workshop overview
Our most popular workshop is the first step in your category management learning journey.
In a virtual setting, you will learn the principles of category management and how to use category management ways of working to build meaningful relationships with your retailers in a changing landscape. IGD’s industry experts will help you understand how to identify opportunities for your brand and category deliver compelling propositions.
You’ll get hands on with the data and category management concepts and partake in real-time exercises to build your knowledge and skills.
The workshop will incorporate best practice from around the world but tailored for the Australian and New Zealand markets.
Agenda
The online training session will be delivered by our industry experts in high energy, bite-sized sprints.
Day 1
Duration: 1hr 45mins
- What is category management?
- The IGD 6-step category management process
- The different ways to define a category
- Data assessment and the shopper
- Purchase decision hierarchy.
Day 2
Duration: 1hr 45mins
- What is a category strategy and category vision
- The IGD Range review process – delivering and effective and efficient range
- Optimising the layout and planograms to positive influence the shopper.
Day 3
Duration: 1hr 45mins
- Category pricing and the shoppers’ value equation
- Promotions in category management
- Optimising in-store communications.
Learning outcomes
- Practical understanding of the IGD Category Management process
- Understanding the key tactics and how to use them associated with category management
- How to deliver a range review and shelf layout.
Who is it relevant for
- Those just starting a career in category management
- Those working in commercial sales, who want an understanding of category management.
Meet the trainer
IGD Strategy & People Solutions Manager Simon Attfield tutors on IGD’s open workshops and delivers bespoke Category and Shopper program. He has over 20 years’ experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.
