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* Successful Category Management: Introducing Ranging and Merchandising Date(s) 28/07/2010
30/9/2010
25/11/2010
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Book your places today
 

One-day workshop

 

£400 member price (exc. VAT)

 

£600 non-member price (exc. VAT)

 

In-House Programmes available

 

Lunch and course materials included

   

A practical one day workshop equipping you with the knowledge and skills to construct a range and merchandising plan.

Do you need to understand what Ranging and Merchandising means? Have you been tasked with delivering a range or planogram that drives category growth and you don't know where to start? Then IGD's Introducing Ranging & Merchandising workshop is the solution for you.

Introducing Ranging & Merchandising is a practical one day workshop that will equip you with the knowledge and skills needed to construct a range and merchandising plan that delivers your category objectives and meets shopper needs. You will learn about macro and micro space, the ranging process, visual merchandising and operational rules.

Combining the latest industry thinking, techniques and group exercises, this step-by-step workshop will enable you to construct a range that delivers against your category targets and a merchandising plan that meets both retailer and shopper needs.
 

Who will benefit from attending?

This workshop is designed for individuals who are new to range management, space planning and merchandising layouts. It is ideal for those working in category management who need to develop range and merchandising strategies, as well as those new to space planning who want a better understanding of how to translate a range assortment into a planogram.

If you are completely new to category management we recommend that you complete IGD’s Getting Started course before attending.
 

Recent attendees include:

  • Account Manager
  • Assortment Planner
  • Availability Executive
  • Business Development Manager
  • Category Manager
  • Category Insight Manager
  • Customer Operations Manager
  • Customer Development Manager
  • Display Manager
  • Marketing Manager
  • Merchandising Manager
  • Product Manager
  • Sales Manager

What you'll achieve:

At the end of the course, you'll find that you are able to:

Learn the latest industry thinking
 

 Learn the latest industry thinking

   
  Group exercises used throughout
 

 Group exercises used throughout

  • Understand the principles of ranging and merchandising in the context of category management and relate these to your business
  • Analyse performance data and effectively assemble a range assortment and planogram to achieve your category objectives
  • Tailor range and merchandising plans to meet different retailer and category strategies
  • Recognise the balance needed between financial objectives and operational constraints when developing in-store solutions
  • Appreciate the importance of analysing consumer and shopper needs  


Workshop delivery and materials:

This is an interactive and practical workshop with high levels of discussion and group exercises. Case studies and best practice examples are used throughout. Participants will receive a copy of the tutor's presentation slides and a comprehensive glossary of category management, range and space related terms.
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The workshop starts at 9.00am and finishes at 17.00pm

UNDERSTANDING MACRO AND MICRO SPACE
  • Welcome - meet your course tutor and other delegates
  • What is Macro space? How do retailers determine what departments to put where?
  • Using shopper observation research and virtual reality software to aid decision making
  • What is Micro space? How do companies decide which products go where?
  • How do range and merchandising fit within the category management framework?
  • Understanding the key components that affect ranging decisions
  • The dilemma of optimising both operational and aesthetic merchandising requirements.
  • Category segmentation and hierarchies - what are they and why are they important?
  • Purchase decision hierarchy exercise
UNDERSTANDING RETAILER STRATEGIES, TARGETING SHOPPERS
  • Understanding retailers' merchandising, trading environment, customer service and communication strategies
  • Aligning range and merchandising decisions with retail strategy.
  • Retailer Strategy and Category Role Exercise
  • Who is the shopper and what do they want? How do they shop in-store?
  • How to gain insights and translate them into successful in-store ranging and merchandising decisions
  • Examples on visual merchandising, fixture navigation and shopper missions
  • Utilise catchment and demographic data to tailor your range to meet both existing and targeted customers’ needs.
DECIDING THE RANGE
  • The range process. What data is required when following a manual or software process?
  • What are the consumer, financial and operational factors that determine whether a product is retained, added or delisted?
  • Using market coverage, value and volume data to select a product range that meets the retailer and category strategy
  • Picking the Range Exercise
  • Range software tools and data sources available
MERCHANDISING BEST PRACTICE AND THE IMPACT ON SHELF
  • Building a merchandising plan from schematic to shelf, using case study examples
  • Flexing space based on financial measures
  • Merchandising criteria such as first in flow, stocking rules, shrinkage and brand positioning
  • Merchandising software - data and reporting tools
  • Global merchandising examples highlighting techniques and strategies discussed throughout the day.
  • Merchandising Plan Exercise
CONSIDER THE IMPACT ON SHELF AND LEGAL IMPLICATIONS
  • What’s the impact if you get it wrong? Latest research findings on availability and retail ready packaging.
  • Make sure you understand the legal implications of range and merchandising decision making and recommendations
  • What have you learnt and what will you do differently tomorrow?
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Available Dates

  • 28 July 2010 - 4 places remaining
  • 30 September 2010
  • 25 November 2010

Can't make these dates, or would like us to run it at your office? If you have a few participants that want to attend, but can't make any of these dates, or you'd prefer us to come and run the workshop at your premises, please contact us to discuss alternative solutions.
 

Customise a course to suit your team

If you don't see quite what you're looking for, why don't you let us develop something that meets your needs? Most of the workshops we deliver are customised to our clients requirements and often include our wider expertise on market conditions, retailer economics as well as consumer and shopper insight.
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Venue Details

  
     
 

IGD
Letchmore Heath,
Watford,
Hertfordshire
WD25 8GD,

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Cancellation Fees

  
     

Cancellations and name changes to be confirmed in writing

More than 30 days notice

- 90% refund

15-30 days notice

- 50% refund

Less than 15 days notice

- No refund/transfers

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* IGD Members Non-Members Academic Institutions
GBP £ 400 £ 600 N/A
EUR € 480 € 750 N/A
Additional Information:

All prices displayed exclude VAT at 17.5%. This workshop is promoted by IGD as agent for IGD Services Ltd. Cheques should be made payable to IGD Services Ltd. Please note that payment should be made before the date of the event (or within the usual 28 day invoice terms if earlier).
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