Once you have a great product, learn what buyers want in a sell story. Join expert Laurie Parfitt to learn all the necessary components needed for retail, the 4 P’s (Product, Price, Promotion, and Placement), and category solutions. You’ll cover what syndicated and primary consumer insights are needed to be respected, how to structure a cohesive story, and category solutions/merchandising ideas that will impress a buyer.
About the Presenter:
Laurie Parfitt is a seasoned Marketing & Category Management Executive with extensive experience in brand strategy, activation, assortment optimization, category strategy, planogram support, and consumer insights through her experience at Kraft Foods, Jim Beam, Topco, Mizkan (Ragu & Bertolli) and Mission Dispensaries. She has worked with Grocery, Mass, Club, Drug, and Dollar chains across the country, as well as with local, independent, and non-chain sellers. She brings extensive experience with Nielsen, IRI, Mintel, Spectra, MarketTrack, InfoScout Omni-Panel, Homescan Panel, primary consumer research and JDA as well as Apollo. She is skilled in using data to develop shelving, category strategy, and customer sell stories.
