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From category management to shopper management.

Download presentation in English or in Russian .

Shopper management is the modern retail management concept based on detailed information about customer behavior and preferences.


Approaches to retail differentiation
Methods of shopper segments activation
Loyalty measurement. Key indicators for measuring consumer behavior
How to define target shopper segments
Purchase missions: why and how to apply


Developing a category strategy
Shopper segmentation and target shopper definition. Determining the potential of shopper segments
Impact on selected customer segments
analyzing the behavior of shopper segments
Use of target promo campaign and promotions


3 days – full version 2 days – shorten

Education methods:

business simulation, lectures, discussions

For whom:

employees with at least three years of experience in commercial departments
(marketing, sales, purchases) of retail or manufacturing companies

Format of program:

Open or collaborative


From 12 to 24 persons

Main trainer:

Vadim Korsunsky