Category Management - Advanced Master Class

FMCG & Foodservice
Bricolage, Jardinage & Animalerie
Vendre en ligne
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

Cette formation est soumise à nos conditions d'annulation.

Informations pratiques


Formation chez GS1


Galerie Ravenstein 4 b10

1000 Bruxelles


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

Prochaine(s) session(s)


mar 4 octobre 2022
09:00 - 17:00
mar 11 octobre 2022
09:00 - 17:00
mar 18 octobre 2022
09:00 - 17:00
Vous serez redirigé vers My GS1