CATEGORY GROWTH INSPIRATION The pressure is always on to find sources of category growth that will grow the TOTAL category, not just our brand at the expense of others whilst the category stands still. It doesn’t matter where we work: saturated, new, commodity or premium categories – concentrated, traditional trade, online or in store channels […]
News & Views, Eye Spy’s and Inspiration
Want to reduce and optimise your customer trade spend investment?
We’ve been sharing our top 10 tips to reduce and optimise trade spend to improve customer profitability and ensure the best return on your investment. Here’s a handy recap all in one place! #1 Customer order cycles should reflect real shopper demand, so you focus on sell out activity and invest at the right time […]
The importance of consistent customer branding
The recent shopper backlash against Target in the USA and Wickes in the United Kingdom reminds us that even big brands can erode their brand image if they stretch their core brand positioning too far. A brand is a name, term, sign, symbol or design which differentiates a product or service in the minds of […]
Trade Spend Top Tip #10 : Reduce spend for non compliance
There’s no guarantee that we get what we pay for. Especially if we have not been clear upfront about what we are paying for. Order cycles seem to get shorter every year; with just in time deliveries and pressure to achieve our annual volume targets. So we move onto planning the next promotion or […]
Eye Spy! A category that’s easy to shop
It seems size really is everything. In keeping with the minimal styling and stress free navigation of the Ikea store, we loved the category signage spotted in Ikea Reading’s plant pot category. With a wide range of pots on offer, category signposts are clear, the category segmented by size. We loved this approach since, other […]