Hindsight | Insight | Foresight | Create | Activate | Drive |

Creating a Compelling Category Vision

What is it? A Category Vision describes How the category will grow in value & volume in the future based on changing/growing consumption and purchase habits. It creates a “Strategic Agenda for Growth” What is to be done to capture the value potential over a 3 year period by key customer or environment And how […]

Range edits – what next?

As we face the loosening of the lockdown, what impact will this have on the product range available in store? In the first few weeks of the crisis when bulk buying was at its highest, to manage supply and demand, retailers reduced range to optimise availability. Product choice was decreased so that the essentials could […]

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 […]