Category Management 101

General Mills to lead educational workshop

LISLE, Ill. -- General Mills Convenience will present an educational session titled Category Management 101 during the Royal Buying Group’s 2012 Independent C-Store Expo.

The I-C-Expo that is being held Thursday, April 12, 2012, at the Chicago Marriott Oak Brook in Oak Brook, Ill. Category Management 101 will be take place from 11 a.m. to noon, prior to the I-C-Expo exhibiting tradeshow hours. The educational sessions are free for all retailers to attend.

The Category Management 101 Session, presented Kelly Fulford of General Mills Convenience, will share a comprehensive overview of category management concepts and principles in the context of their specific application to convenience stores.

The session will break down the definition of category management into a basic, easy-to-understand definition and discuss how to leverage data to make the best assortment decisions. In addition, it will provide some basic merchandising guidelines that will help retailers organize their most important categories in a way that makes the most sense to their consumer.

This session will also explore the convenience-store shopper and the distinct opportunities and actionable takeaways that can be applied by understanding the unique shopping habits of today’s consumers.

Fulford is the senior category development manager at General Mills Convenience.  She joined General Mills in 2003 and has held numerous positions across multiple functions of the organization, including category management, sales, marketing and operations. In her current role, Fulford is responsible for leading the Convenience Category Management Team and all category management-related activities for key distributors and retailers across the United States. She has worked in category management over the past 4 years and has been instrumental in elevating the category management tools and capabilities for General Mills.

Royal Buying Group Inc., Lisle, Ill., is a national organization dedicated to maximizing sales and profitability of convenience stores, petroleum locations, college book stores, truckstops/travel plazas, auto repair facilities, drug stores, tobacco outlets and liquor stores.