Category Management - Advanced Master Class

FMCG & Foodservice
Do-It-Yourself, Garden & Pet
Selling online
6. Category Management

This master class further deepens and broadens the 8 steps of the Category management process and highlights some organisational prerequisites for successful category management. The program is developed and coordinated by Luc Desmedt (LD&Co).

After having followed the 3 day Advanced program you will:

  • Comprehend the need for an engaging category vision and know how to develop this
  • Know how to get optimal collaboration between suppliers and retailers by developing engaging trade presentations and setting up co-creation sessions
  • Understand the fundamentals of space management and know what it takes to develop effective planograms
  • Master some techniques and practices to strengthen the depth of the category assessment and the quality of category plans
  • Know the state-of-the-art shopper research methodologies and understand the strengths and limitations of each methodology
  • Understand the similarities and differences between category management in the physical store and the retailer webshop, from fixing the basics ("don't frustrate me") till more advanced activations ("guide & surprise me").
  • Learn how starting from the common brand & retailer omnichannel customer journey helps to identify and prioritize value adding category management initiatives.
  • Understand the essentials of target shopper-based category management, delivered via a unique framework


The different building blocks of the program will be delivered by a selection of trainers who are experienced experts in their field:


Day 1

  • Recap of Category management basics and positioning of the different advanced training modules within the category management process
  • Category definition: development of a category vision
    Luc Desmedt, managing director LD&Co
  • Category analysis and tactics: how to define the optimal assortment and planogram 
    Steven van der Linde - Assortment & Space Optimisation Leader Benelux NielsenIQ

Day 2

  • Prerequisites for effective category management: ensuring alignment - both internally and between supplier and retailer, setting priorities, developing engaging presentations, co-creation of strategies and plans,.. 
    → Luc Desmedt, managing director LD&Co
  • Category assessment and tactics: how to apply the category management principles to e-commerce as part of an omnichannel approach?
    → Karel Demeester, founding partner CallebautCollective

Day 3

  • Category assessment and tactics: how to generate the shoppers insights, needed for developing shopper based category plans data? What are the state-of-the art methodologies? 
    → Carine Vaeremans, CEO Profacts
  • Presentation of the Category and Brand Building Framework, offering a targeted, omnichannel Category management approach 
    → Luc Demeulenaere, Sr advisor Demeulenaere & Co

Practical information

Participation fee:

  • GS1 Belgilux members: € 1.195 excl. 21% VAT
  • GS1 Belgilux non-members:€ 1.495 excl. 21% VAT

Participants are requested to bring a laptop.

This training is conducted in English, but all trainers can answer questions in Dutch and French.

Questions? Contact us via

This course is subject to our cancellation policy.

Practical information


Training @ GS1


Ravensteingalerij 4 B10 - 1000 Brussels

Galerie Ravenstein 4 B10 - 1000 Brussels


GS1-members: € 1.195
Non-members: € 1.495

Upcoming session(s)


Tue 4 October 2022
09:00 - 17:00
Tue 11 October 2022
09:00 - 17:00
Tue 18 October 2022
09:00 - 17:00
You will be forwarded to My GS1