Earn your NACS Certified Convenience Advanced Category Management certification (CCACM) through the completion of this hands-on education session. Comprised of key strategic planning and analytical skill-building programs, the 6 -hour interactive workshop is tailored for experienced category management and merchandising professionals from retailers and suppliers in the convenience and fueling retailing channel.

Learn how to develop a holistic brand strategy and identify points of differentiation for your brand. Discover how to integrate consumer shopping behavior to create winning space and assortment strategies—with an emphasis on how coronavirus has impacted the industry. A deep dive into price elasticity modeling, utilizing some behavioral economic principles, will guide attendees on how to optimize price, promotions and overall profitability.

Completion of the online NACS Certified Convenience Category Manager (CCCM) course prior to this event is strongly encouraged, as an understanding of basic category management principles are assumed during this Advanced program.

Drawing on the fundamentals included in the online NACS Advanced Category Management curriculum, this in-person workshop will incorporate industry data and offer collaborative work sessions designed for maximum learning and retention.

Upon completion, each participant will earn an CCACM certificate from NACS and Impact 21.

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Objectives

• Importance of a clearly defined brand strategy & developing points of differentiation
• Optimize your price and promotional strategies thru a deeper understanding of category roles & strategies, elasticity modeling, comprehensive analysis, and behavioral economic theories
• Utilize a broad set of consumer data from loyalty, manufacture, and syndicated sources to better understand shopper behavior and optimize category performance
• Improve your space management and assortment strategies by incorporating the right set of data, utilizing productivity & placement fundamentals, and ensuring a sound execution and analytical review process

A light breakfast and lunch will be provided. Space is limited to the first 60 attendees who register.

Topics/Modules

Brand Strategy:  Define your brand strategy and develop points of differentiation

• Latest trends shaping the convenience customer
• Three primary segments of brand strategy:  Points of differentiation, Operational Excellence and People
• Six pillars of merchandising differentiation
• Aligning category roles and strategies to brand strategy
• Category grid concept (work session)

Pricing & Promotional Strategies:  Develop a deeper understanding of price elasticity modeling and promotional strategies

• Foundation for building a pricing architecture
• Factors for setting price:  brand strategy, category roles & strategies, competition, & elasticity
• Promotional strategies, scorecards, and communication
  • Promotional strategies:  various types & when to use them
  • Promotional communication:  location & vehicles and style
  • Measuring promotional success thru a holistic, category scorecard
• Incorporating behavioral economic principles into price & promotion

Understanding Shopper Behavior:  Utilize a broad set of consumer data pts from loyalty, manufacturer, and syndicated sources to better understand shopper behavior and optimize category performance.

• Incorporating relevant data points into category strategies & tactics

Assortment Analysis and Space Planning:  Optimize assortment and space management strategies by incorporating the right set of data, utilizing productivity & placement fundamentals, and ensuring a sound execution & analytical review process

• Common shelf management measures and approach to balancing productivity and assortment goals
• Category space allocation – factors for determining optimal space by category and measurement for comparing performance
• Merchandising solutions to maximize space and enhance product presentation
• Optimizing planogram performance
  •  Factors and metrics for selecting additions and deletions
  • Balancing variety, capacity, profitability, and shopper preferences
  • Utilizing market level data and customer segmentation
  • Importance of location:  product shelf placement, category adjacencies and location with store

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