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Quantic’s approach to developing eCategory leadership
The Hare and the Tortoise Revisited, a previous article we’ve discussed, highlights that for CPG companies to prosper in an ever-evolving retail market requires adopting an eCategory strategy anchored in robust consumer and shopper understanding. Commercial teams need to recognise that people will always interact with a brand however and wherever is most convenient for… Read More
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. The tortoise’s team was slower paced, focusing on building relationships and known processes. The hare represented eCommerce and digital teams while the tortoise represented the… Read More
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 of Strategic Imperatives, which are shaping your corporate and brand plans across the next three… Read More
Legacy is your gift to others who follow you as a Customer Manager
Thoughts about legacy are typically reflective. Celebrating seventy years in one role deserves a significant amount of respectful reflection. Leaving a great legacy, no matter how long you’re in role as a Customer Manager, is arguably the most powerful thing you can do. It enables you to have influence beyond today and well into the… Read More
Navigating price in unprecedented times
Fast-rising prices are inflicting what is being claimed will be the biggest one-year fall in disposable income, adjusted for inflation, in at least 30 years. Across the globe, markets are trying to rebound from Coronavirus lockdowns, while also facing growing inflationary pressure throughout the supply chain. Concerns regarding the Russian invasion of Ukraine are accelerating… Read More
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 of brand behaviour: Volume Promotions Display Space Media (kicks in end 2022) Estimated by IRI that £1.1bn of sales is at risk. What you need… Read More
Getting in shape to navigate the commercial adventure of 2021
If your year looks commercially daunting, strip it back to the fundamental challenge and try reframing it to an adventure. Critical to successful navigation is knowing your current location on the value curve. On the back of 2020 you’ll either be faced with stopping value erosion and/or needing to flip the switch to drive value… Read More
Is your trade spend burning money?
Retailers across all sectors are under greater pressure now than ever before. Store or outlet closures signal either the final end of famous retail and restaurant names or the last gasp remedial measures of businesses struggling like never before. A few weeks ago, Tesco demanded “offensive” discounts from suppliers in a move expected to spark… Read More
