Category: Category strategy
The Hare and the Tortoise — an eCategory strategy for eCommerce success
Once upon a time, there was a hare and a tortoise who were part of the same CPG company. The hare’s team was fast paced where technology defined its rules....
Don’t get blown off course, use category as your compass
Context You’ve completed your Category Strategy. You know where you are heading. You have plotted your timed course to get there because you’ve created a quantified set of prioritised Growth Drivers and Activation Platforms and you have a multi-functional set...
HFSS potentially has implications for EVERY category
In 2022 (was April, now October) the UK government will introduce new rules for High Fat, Sugar and Salt (actually Sodium levels not Salt!). The new rules impact three areas...
Innovation versus the Core
The role and benefits of innovation in a category has been a roller coaster journey for many suppliers and retailers. In light of CV19, the question of ‘to go ahead or not’ is more relevant than ever. Brands are weighing...
Are you leaving money on the screen?
A lack of co-ordinated approach can lead to chaos and missed opportunities leaving money on the screen. eCommerce has been on the agenda of companies for many years now, and many are investing significant resource into pure-play, but there are...
Extreme reactions or are some suppliers not facing the truth?
When Sainsbury’s recently announced its strategy to address losses to the discounters, the reactions from some suppliers were extreme. On the news that it was assessing both the ‘emotional’ and ‘functional’ connection to consumers and shoppers of all brands across...