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Category Management is widely acknowledged as an important
business process – within that, Ranging and Merchandising plays an important
part in helping to guide the shopper to make the right choice.
Have you ever been tasked with delivering a range or
planogram to drive category growth – but don’t know where to start?
Have you fully appreciated the importance of an effective
range and merchandising strategy – and the positive effect it can have on sales
and margins as well as improving the overall shopping experience? Then IGD
Academy’s Introducing Ranging and Merchandising workshop is the
solution for you.
Introducing Range and Merchandising is a practical one day
workshop which will equip you with the knowledge and skills required to develop
and construct a merchandising plan which will deliver you category objectives as
well as meeting the needs of shoppers.
- Be able to demonstrate the principles of ranging and
merchandising within the category management process.
- Identify the right performance data which will help you to
build a compelling range and assortment propositions – which meets your category
objectives.
- Specifically tailor range and merchandising plan to meet
retailer, channel and shopper needs
- Strike the right balance between financial objectives and
operational constraints when developing in-store proposals.
- Focus on the shopper and how to improve the overall
shopping experience – the role of merchandising is to help shoppers make the
right choice.
The workshop is designed for those who are new to either
Category Management or who have a need to develop skills in range, assortment
and space management, especially if you want to be able to translate range and
assortment into a planogram.
Ideally we would recommend that you complete IGD Academy’s getting started workshop before attending.
- Trading Manager
- Merchandising Manager
- Buyer / Buying Assistant
- Product Manager
- Category Manager
- Sales Manager
- Category Insight Manager
- Space Planning Manager
- Customer Insight Manager
- Account Manager
- Customer Insight Executive
We know that people learn in different ways: by sight,
sound and touch. This workshop is highly visual, interactive and practical.
Group exercises and discussions are used throughout the day and we ensure that
attendees ‘learn by doing’ so that you can apply your new knowledge and skills
back in your business. Case studies and best practice examples are used
throughout.
Participants will receive a copy of the key training
materials.
The workshop starts at 9.00am and finishes at 17.00pm
| MACRO VERSUS MICRO SPACE |
- How the overall shopping experience is affected by store
layout, location of departments in store and product adjacencies.
- What are the key influences in allocating space to
individual product categories?
- How does range and merchandising fit within the category
management process?
- Purchase decision hierarchies – what are they? Why are
they so important?
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| Retailer and Shopper Strategies |
- Aligning merchandising decisions with retailers strategy
- Understanding the shopper
- Who are they?
- What are they buying?
- How do they shop in-store?
- How to capture the relevant insights and translate them
into successful range and merchandising decisions
- How demographics play an important part in tailoring the
range to meeting existing and target shopper groups
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| DECIDING THE RANGE |
- The range process, what’s involved? Using a manual
process or a software tool?
- The operational, financial and shopper factors you need
to consider in retaining, listing or de-listing products.
- Determining the range exercise
- Resources and tools available to help you
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| Merchandising Best Practices |
- Using a case study example, build a merchandising plan,
from schematic outline to shelf layout and position
- Being able to flex space according to financial measures
- Merchandising principles and operational rules
- Working within a legal framework
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7 February 2012
3 May 2012
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