Winston Weber Associates, Inc

2. Webinar Objectives Provide a brief introduction to WWA and our unique training capability As context for identifying the new skill requirements, share WWA�s definition of Shopper Insights, Shopper Merchandising and Shopper Marketing along with key structure and process overviews. Outline the new skill requirements for both category management and sales personnel along with a high level overview of WWA�s training curriculum and approach

3. Winston Weber & Associates (WWA) For 24 years WWA has provided customized solutions to retailers and CPG manufacturers worldwide . Retailer Solutions Strategic Direction Organization/Process Design Store Merchandising Execution Merchandising Support System Guidance Center Store Space Optimization Category Management Shopper Centric RetailingSM Supplier Collaboration Skills Development

4. WWA Leadership Highlights Introduced concept of trading partner collaboration to US in 1985�later in Mexico, Australia and Asia. Recognized worldwide as one of the original architects of category management. A resource for the Joint Industry Project on ECR: The Category Management Report Recently introduced Shopper Centric RetailingSM �the next generation model beyond category management. One of the industry�s leading experts on shopper insights and shopper marketing transformation

5. The expertise of our chief instructional designer, combined with the industry experience of our senior consultants provides a unique training capability 

6. WWA offers a wide range of training programs that focus on �operational� and �technical� skills

7. The need for change and for new skills is being driven by a rapid shift to a shopper centric environment Leading retailers are now placing greater emphasis on the �demand side�� the shopper and the shopping experience Store is becoming the primary demand generator� it is the shopper�s knowledge source Over 70% of final purchase decisions are made in the store� at the shelf Store must be an information resource and facilitator that helps the shopper make satisfying decisions The ability of the store to help shoppers make good decisions determines loyalty to the store, department and category

8. WWA�s definition of Shopper Insights and the Key Activation Points

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10. Shopper Insights directional perspective� several alternatives will emerge

11. Shopper Marketing directional perspective� several alternatives will emerge

14. It will be necessary to build upon traditional category management skills to include shopper insights capabilities

15. Shopper Insights/Merchandising/Marketing training programs should fulfill the following knowledge and skill requirements

16. Key Elements of Shopper Insights/ Merchandising/Marketing Training Curriculum

17. Key Elements of Shopper Insights/ Merchandising/Marketing Training Curriculum (cont�)

18. Customized training that is highly relevant to participants We believe training of this type should be customized as this reinforces the integrity of program content, ensures ease of translation from the class room to business building application and virtually guarantees the highest ROI Program Content is customized to the clients approach and capabilities on shopper insights and marketing Consumer and Shopper Insights availability and application Sales and Marketing Planning process Category Management Approach Shopper Marketing Approach Breadth and depth of the training curriculum is customized to the participants and the level of skill development required Shopper insights managers and analysts Category managers and category advisor�s Sales team leaders and managers Program structure is customized based on the time and investment available 1 day orientation workshop Advanced 2 day workshop using select modules Two - 2 day advanced training workshops

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21. David Zahn Competency Enhancement Leader Winston Weber & Associates, Inc. davidzahn@winstonweber.com www.winstonweber.com 203-269-9290