The content guidelines are the uniform standards of ECR category management. The interactive virtual training covers all stages of the 8-steps CM process through methodology sessions, group exercises, and real-life case studies with a mix of synchronous and asynchronous learning methods. Comprehensive features such as chat, video, virtual group-rooms, and surveys enable active participation and support the learning process.
The Base Station introduces the participants to the topic of Efficient Consumer Response (ECR), the foundation of Category Management and the 8-steps Category Management process. The step category insights & definition is described in detail to understand the category from a shopper´s point of view. The category role focuses on the strategic importance of the category for the retailer. The category assessment evaluates the category performance in detail and focuses on the growth opportunities. The importance of setting the right category targets and how to define the strategic direction to reach those is closing the session.
A case study is to be prepared for the Base Camp to deepen the acquired knowledge.
CM process steps 6-8: (category tactics, category implementation and category review)
The Base Camp covers the tactics of assortment, placement and promotion in depth. A shopper-oriented assortment and placement are prerequisites to increase the category sales and to realise the potential. Right promotion mechanics support to further leverage the potential. A plan is just a plan until it is realised. The moment of truth covers the implementation in detail and how to continuously improve the category performance.
As a preparation for the summit, a detailed explanation of the examination criteria and an alignment of the individual topics for the written examination takes place. Approximately five days are needed to prepare for the final exam.
During the examination, the acquired CM knowledge from the course is verified. The final paper is presented to the expert committee. After successful completion of the final exam, the participant receives the title “Certified GS1 Category Manager®”.
Sofia Allerby
sofia.allerby@gs1.de
Sofia Allerby, Senior Manager Shopper Experience, GS1 Germany GmbH
"Shopper preferences are constantly changing! Category Management and shopper centricity are critical factors for providing your shoppers with an unforgettable experience."