Category Marketing – Let’s change the conversation

How many ‘thought leaders’ are on LinkedIn? How many ‘thought followers’ are on LinkedIn? I heard the term ‘thought follower’ the other day defined as a person who simply adds to the commentary of a ‘thought leader’. So who is a thought leader and what are their characteristics? Who is the best example of a […]

Activation planning: Where to start… always with the end in mind

Creating shopper marketing activation plans that are strategic in origin and designed to change shopper behaviour, will contribute to brand and business growth plans. Ensuring that your shopper marketing activation plans are created with a single-minded objective and clarity around who you are targeting (and where they are), is key to optimising returns. The reason […]

Action plans even in COVID 19…. really?

What are you doing in these COVID-19 times? How about creating shopper marketing activation plans that are strategic in origin and designed to change shopper behaviour. This exercise may contribute to brand and business growth plans. Why not ensure your shopper marketing activation plans are created with a single-minded objective and clarity, around who you […]

COVID-19 vs Shopper marketing

We all know about the impact COVID-19 has had on our economy. This post deliberately ignores this pandemic. Our industry has been transforming for over a decade as we adjust to the growth of the disruptors and the impact of online. COVID-19 has only highlighted these inherent weaknesses in our society and industry. The answer […]

COVID vs Online Category Management

As shoppers do more of their shopping online, the online channel needs to keep up with the changing demands of shoppers and evolving channel capabilities. A suppliers role Many suppliers have become very adept at delivering category management initiatives for bricks and mortar stores. Unfortunately, when it comes to online, this can be an afterthought. […]

Range Reviews – why do them?

Optimising the Category One of the simplest ways to ensure that your category is optimised is to conduct impartial, analytical range reviews. This is the most basic of skills in category management. Why are range reviews important? They optimise the options available to shoppers at the point of purchase/consumption They should reflect a historical view […]