Behind the Shelf: How Category Strategy Comes to Life
Finally, we invited one of our best category management experts, Anna Tkacheva, to run a very special session where we can unpack insights from different FMCG categories! 🔍🛒
📅 10 October
⏰ 12:00
This time, we will put ourselves in the shoes of Category Managers from different FMCG companies and visit one of the biggest hypermarkets, where several categories have already been built based on deep shopper understanding.
Together with Anna Tkacheva, we will try to decode:
🔹 What was the category objective and strategy?
🔹 What segmentation and Shopper Decision Tree were used?
🔹 What shopper insights influenced the solution?
🔹 What logic shaped the layout and navigation?
🔹 And ultimately — why was the category built this way?
It will be a practical session inside the store — observing, discussing and trying to reverse-engineer the category strategy behind what we see on the shelf.
⚠️ The number of participants is limited to only 10 people.