Category management is a critical function to determine the success of an overall business strategy, and
this is especially true in the rapidly transforming retail space. As more consumers move between offline
and online platforms, category management helps facilitate consumer experience by optimising store
layouts and increasing the appeal of visual display. With proper clustering and centralising management
system in place, retailers can efficiently anticipate consumers’ needs, buy more effectively and save
significant sums of money in procurement.
Discover how the 8-step category management process helps you to develop win-win partnerships and
build a sustainable business planning framework. Acquire practical techniques to understand consumers’
purchase decision process, learn to leverage data and assess performance, plan assortment, manage store
layouts and displays, identify growth opportunities, develop effective strategies and tactics to maximise
category sales and profitability.
Build effective joint business plans with retailers/suppliers to achieve win-win results
Use 8-step category management process to manage your business strategically
Gain better knowledge of consumers through category segmentation
Understand how to use available data to identify growth opportunities and drive continuous
Adopt effective space management techniques to drive traffic, sales and profitability
Learn to set strategies and tactics to optimise assortment, price, promotion and space for
offline and online channels
Who Should Attend
This masterclass is suitable for Category Managers, Merchandising Managers, Buyers, Private Label Managers, Space Management Planners,
Brand Managers, Trade Marketing Managers, Key Account Managers, and Sales Managers.
2 days (9am - 6pm daily)
Chen Ing Hui Director IngSights Consulting Services
Ing Hui is the founder and director of IngSights Consulting Services Pte Ltd. She has more than 25 years of experience working alongside some of the top global retailers, distributors and brand owners including Dairy Farm, Mars, Unilever, and was most recently the Head of Merchandising at NTUC Health. Ing Hui believes evolution is key to success and this motivation has led her to create new market opportunities for sustainable business growth at various organisations. She is also certified in Advanced Search Engine Marketing and Top SEO Placement by the Search Engine Academy since 2014. Armed with a positive outlook and “can-do” attitude throughout her career, Ing Hui has accumulated extensive knowledge in Category Management, Merchandising, Marketing, Sales and Key Accounts. Her work covered multiple channels including supermarkets, convenience stores, pharmacies, pet shops, and F&B. With robust work experience at both supplier and retailer companies, Ing Hui holds strong industry knowledge of the consumer goods ecosystem.