Category management

Syllabus

1. Introduction to the category management. Basic terms. Store space management. Merchandising and category management. Assembling product groups and creating clusters. 2. Purchase-category management-supply chain relationship. Purchasing structure, function and strategy. Supply chain. 3. Characteristics of the shopping behavior of the consumer (shopper) in the store. Socio-economic environment of the buyer. Trends in shopping behavior. New consumer. Tailoring products to shopper' needs. 4. Placement of product categories in the store according to the shopping habits of the consumer. The importance and trends of consumer research. Category as a solution to the buyer's purchasing problem. Strengthening the loyalty of the buyer through the created categories to the store. The importance of the deployment plan for the store. 5. Methodology of using product group management and store preparation. Defining product categories. Category segmentation. Planning decisions about the organization of the store. 6. Defining a category and its role. How to select a category task? Change the category task. 7. Evaluation of the category and its strategy. Analysis of the development of category sales. Tests in the store. Types of category strategies. 8. Assortment management methods. Assortment. Sales Support. The price. Merchandising. Assortment reorganization. 9. Introduction of a pilot proposal for the deployment of the category in the store and its evaluation. Creating a category structure to dynamize the placement of categories. Basics of physical placement of goods. Tracing the buyer around the store. Determining the position and allocating space for shelves. 10. Design and creation of the shopping atmosphere of the store. Basics of design. Store design. Interaction between classic store design and web design. 11. Financial and performance criteria for category evaluation. Profitability and profit indicators of the store, sales area and category. 12. Identification of individual product categories in the store. Buyer needs, content and category definition. Strategy and category image. Shelf layout plan. 13. Store customer relationship management. New competitors and loyal customers. Customer satisfaction and dissatisfaction. Basics of fidelity. Management, strategies and techniques for strengthening loyalty.