From his experience at Procter & Gamble, Walt Disney, Estée Lauder Companies and Maxeda, among others, Bert Peleman wrote the book ‘The Brand Butterfly’, about marketing to high value  customers. How do you define them? How do you recognise them quickly? How do you put them on a ‘high value track’? And last but not least, how do you retain them?

The pharma sector is undergoing a profound transformation. Online sales are gaining ground at lightning speed, new players are betting heavily on promotions and data is becoming increasingly essential in decision making. On 1 September, a new pricing law will also take effect, making pharmacies responsible for the pricing of a large part of their product range…
Marlies Vantournhout, category manager at BENU (formerly Lloydspharma), explains how BENU is tackling these challenges through a thoughtful category management approach and how suppliers can play a valuable role in this.

‘Lost in store’ – Make it easy to buy your category

How often does a shopper walk away from the shelf without buying anything, simply because the category is not sufficiently clear or a particular product is hard to find? That situation happens every day, thousands of times. In this inspiring and practical keynote, Pascal Deckers (LD&Co) brings Category Management back to its essence: make it as easy as possible to buy the category. With recognisable and practical examples, he shows how brands and retailers can realise growth by removing all barriers through simplicity, clear shelf logic, focus on physical availability, strong collaboration and the shopper always central. Shoppers simply buy more and more often when it is easy.