Pressing Business Need
Insight into action is the trigger to turn strategy into execution and execution into enhanced performance. The ability for businesses to understand and measure their key drivers, isolate opportunities and optimize their data is becoming increasingly important to sustain competitive advantage. Your category strategy must define your tactics and those tactics must be supported by insights. At the point of purchase, your shelf presence, promotional triggers, and pricing strategy must align to how the consumer shops.
With too little data, you won’t be able to make any conclusions that you trust. With loads of data you will find relationships that aren’t real… Big data isn’t about bits, it’s about talent. — Douglas Merrill
Assessments & Tools
The path to thought leadership in the Pharmaceutical Industry
A Pharmaceutical company wanted to develop thought leadership and influence the strategic direction of its customers.
We facilitated cross-functional small group sessions to gather insights and collectively develop a category story that was customized for multiple retailers.
Retailers were highly engaged in the presentation and agreed to test stores with some of the key recommendations.
“Christi Scarrow helped our category and sales team to think differently about using data. Their training enabled us to develop a compelling story which escalated our visibility with the customer and gained initial acceptance for our key initiatives”- Marketing Director, Pharmaceutical
Success at shelf in the Vitamin category
A Health and Homecare company was looking to launch into the vitamin category for the first time in Canada. They required a shelf strategy to present to retailers to gain them shelf presence for launch.
We researched the market, competitive landscape, and in-store environment and coupled with consumer research and sales data, developed a proposed a recommendation for a gold, silver and bronze shelf design.
Given the tiered approach to the design, retailers were able to quickly action the proposed recommendations which enabled quick distribution for the health and homecare company.
“The planograms created were expertly designed, reflecting our business priorities and our consumer shopping behaviour. More importantly, their work has helped to expand our knowledge of key planogram principles and has been an essential in helping to develop our strategic thinking as a business.”