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Isn’t it time to put your big brave pants on? It’s time to become the Category Captain. In this article we look at the attributes needed to become a category captain. Are you a good listener? Is your leadership team asking you to become a Category Captain? Is your customer offering you ‘category captaincy’? Let’s...

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

Back to our series on ‘Back to Basics’, let’s look at why category management became such an important discipline. As retailer power increased due to the consolidation of outlets, shopper’s loyalty became even more important. Customers developed loyalty programmes as a way of encouraging loyalty and they looked to suppliers to develop thought leadership, (as...

At Big River Solutions we help brands grow, we help categories flourish and we help clients reach their potential. We like developing world-class category development. That’s what we do. Our objectivity and integrity is a currency we don’t spend rashly. World-class category development is complex and there are times when the project brief may need to be refined...

Marrying Category Management, Shopper Marketing and Promotional Marketing is the key to optimising brand and category success, argues David Edwards of Big River Solutions. Let’s liken marketing to putting up a tent. The job is easier when every person in the construction team knows what the end goal should look like if all individuals involved...

What is it? A Category Vision describes how the Category will grow in value & volume in the future and the change in purchase habits. It creates a “Strategic Agenda for Growth”. What is to be done to capture the value potential over three years by the key customer or the environment. And how a...