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Retail Category Management and Shelf Space Optimisation

Category management is where retailers and suppliers work together to grow whole product categories rather than fighting over individual listings. This programme teaches the discipline of managing a category as a business unit, using sales data to decide range, shelf layout and promotions. It reflects the fast growth of formal retail and the enduring importance of independent traders across African markets.

What you will be able to do

  • Define a product category and its role within the retailer's overall assortment.
  • Analyse category sales data to identify growth, decline and range gaps.
  • Build a planogram that balances shopper convenience with margin and turnover.
  • Optimise shelf space allocation using rate of sale and profitability measures.
  • Plan category promotions that grow the category rather than shifting share.
  • Structure a supplier and retailer joint business plan for a category.

Course outline

  1. 01Principles and process of category management
  2. 02Understanding shoppers and category roles
  3. 03Reading category and rate of sale data
  4. 04Assortment and range review decisions
  5. 05Planograms and shelf space allocation
  6. 06Category promotions and pricing
  7. 07Joint business planning between supplier and retailer
  8. 08Measuring category performance over time

Who should attend

Category managers, buyers, key account managers, trade marketers and supplier sales teams working with retail and wholesale channels.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 19 Aug 2026Lagos3US$1,500
24 to 26 Aug 2026Harare3US$1,500
31 Aug to 2 Sep 2026Kampala3US$1,500
7 to 9 Sep 2026Dar es Salaam3US$1,500
14 to 16 Sep 2026Pretoria3R13,000
21 to 23 Sep 2026Cape Town3R13,000
5 to 7 Oct 2026Online3US$900
12 to 14 Oct 2026Mozambique3US$1,500
19 to 21 Oct 2026Cairo3US$1,500
26 to 28 Oct 2026Accra3US$1,500
2 to 4 Nov 2026Lusaka3US$1,500
9 to 11 Nov 2026Kigali3US$1,500
16 to 18 Nov 2026Nairobi3US$1,500
23 to 25 Nov 2026Durban3R13,000
30 Nov to 2 Dec 2026Johannesburg3R13,000
14 to 16 Dec 2026Mauritius3US$1,500
21 to 23 Dec 2026Dubai3US$1,500

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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