Category Strategy
Category Strategy Development
We lead the end-to-end creation of robust, future-focused category strategies rooted in data and shopper behaviour.
Partnering closely with suppliers and retailers, we develop insight-driven strategies that fuel growth, strengthen partnerships, and deliver lasting value.
Our approach combines deep analysis and collaboration to ensure every strategy is actionable and aligned with market realities.
Key elements include:
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Shopper-led insights and macro trend analysis to understand evolving consumer needs and market forces.
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Defining the category role, vision, and key growth levers that set strategic direction.
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Segment prioritisation and range architecture to optimise assortments and meet shopper demands.
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Alignment with commercial goals and retailer strategies for seamless execution and collaboration.
By igniting these strategies with targeted growth drivers, we empower businesses to stay competitive, capture new opportunities, and drive sustainable success in dynamic retail environments.
Growth Drivers
Working closely with your team, we develop clear, insight-led growth platforms that serve as the driving force behind your category strategy.
These growth drivers are meticulously crafted to unlock incremental opportunities and accelerate business performance.
Our approach ensures that growth platforms are:
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Rooted in shopper and market insights, providing a deep understanding of consumer behaviour and evolving trends.
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Directly linked to your category vision and aligned with retailer priorities, ensuring strategic focus and relevance.
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Designed to unlock growth across key areas including range, space, price, promotion, and innovation - maximising every opportunity to expand sales and market share.
By translating insights into actionable growth drivers, we enable your business to focus resources effectively, build stronger retailer partnerships, and deliver measurable results.
This foundation empowers you to confidently navigate a competitive retail landscape while driving sustained category success.
Facilitation & Strategic Frameworks
We guide cross-functional teams through the category strategy development process using proven frameworks and structured workshops.
Our approach ensures inclusion, alignment, and clarity - keeping everyone on the same page and working from a shared strategic “storybook.” Through clear communication and collaborative facilitation, we help teams transform insights into actionable plans and cohesive strategies.
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Key elements of our service include:
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End-to-end facilitation of category strategy planning to ensure structured, effective discussions and outcomes.
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Custom frameworks for insight, prioritisation, and execution, tailored to your business and category needs.
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Internal alignment across sales, marketing, insights, and supply, ensuring all teams work towards shared goals.
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Retailer engagement strategies and value propositions that support successful collaboration and execution.
By combining strategic frameworks with skilled facilitation, we enable teams to make informed decisions, accelerate category growth, and strengthen retailer partnerships.
Execution Planning
We bridge the gap between strategy and action by translating growth drivers into clear, measurable initiatives.
Our Execution Planning ensures that category strategies move from paper to practical, results-driven actions that deliver impact across the business. This includes in-store activations, promotional campaigns, field force engagement, and the deployment of tools and resources to support teams on the ground.
Key elements of our approach include:
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Activation roadmaps for in-store, online, and field teams, providing structured guidance for consistent execution.
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Clear prioritisation and resourcing, ensuring the right initiatives are implemented at the right time with optimal impact.
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Joint business planning inputs and commercial sell-in materials, equipping teams with the tools and insights needed to engage retailers effectively.
By aligning strategy with operational execution, we empower businesses to drive category growth, maximise ROI, and achieve measurable results across all channels.
Retailer Engagement
We help turn category strategies and tactical growth drivers into actionable market initiatives that deliver measurable results for your retail partners.
By translating strategy into practical, results-driven actions, we ensure initiatives generate impact across the business - covering in-store activations, promotional campaigns, field force engagement, and the deployment of tools and resources to support teams on the ground.
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Our approach includes:
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Collaborative workshops and presentations to align teams, share insights, and drive consensus.
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Tailored narratives aligned with retailer strategy to clearly communicate value and secure buy-in.
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Tools, decks, and insights to support sell-in and execution, providing teams with everything needed to implement initiatives effectively.
By combining strategic planning with hands-on support, our Retailer Engagement services enable businesses to strengthen partnerships, execute growth plans with precision, and maximise category performance across all channels.
Resourcing & Delivery
Whether you need additional support or full project leadership, we provide flexible resourcing tailored to your needs - from senior consultants to analyst-level support.
Our team delivers results, not just recommendations, ensuring that strategies are executed efficiently and effectively.
Our Resourcing & Delivery services include:
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Project management and stakeholder coordination, keeping initiatives on track and aligned across all teams.
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Integration with your internal insights, trade, and category teams, ensuring seamless collaboration and knowledge transfer.
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Strategy-to-action planning with follow-through into reviews and activation, turning plans into measurable outcomes.
By combining skilled resources with structured delivery, we help businesses implement category strategies, growth initiatives, and operational projects with confidence.
Our approach ensures that every project is supported by the right people, processes, and expertise, maximising efficiency, driving performance, and delivering tangible results across the organisation.
We Do Things Differently...
8,126
Klm's of Managed Shelf Space
1000+
Supplier Projects
1,000s
Completed Client Category Reviews
99+
Combined Years of Industry Experience
Category Captaincy with a Competitive Edge!
We do things differently by combining speed, strategic thinking, and executional excellence to give suppliers and retailers a true competitive advantage.
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We act as a strategic extension of your team, managing the full category and space planning process from insight to execution.
Our end-to-end workflow is fast, efficient, and repeatable - delivering quality without wasted time.
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Our strategic outputs include category review decks, range recommendations, planograms, store-ready visuals, and retailer-specific formats, everything you need to win in the room.
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With experience inside both major FMCG suppliers and leading retailers, we understand the demands on each side of the desk. That means we tailor our approach, move quickly, and deliver with precision.
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Flexible engagement models and transparent pricing make it easy to scale with your needs, so you can act faster, think smarter, and outperform your competition.
Our Competitive Edge
We practice what we preach
End-to-End Workflow
We manage the entire category & space planning process from insight to execution with a defined, repeatable framework that saves time and lifts quality.
Strategic Outputs
From category review decks and range recommendations to planograms, store-ready visuals, and retailer-specific outputs - we equip you to win in the room.
Fast Turnaround on Tasks
Our agile processes and automation tools deliver speed without sacrificing accuracy or strategic depth. We achieve so much more for less.
Embedded Expertise
With experience on both sides of the desk, it allows us to create tailored 'tactical outputs' for both suppliers and major retailers across numers industry sectors.
Strategy Meets Execution
We go beyond basic deliverables and project scopes to help you think smarter, act faster, and design more strategic out of the box ideas to outperform competitors.
We Work With the Very Best
