Defining the category is one of the most important steps in the category management process. It sets the tone for how the retailer focuses on meeting the needs of it’s shoppers. It can be used to differentiate you from your competition. The category definitions communicate your commitment to meeting your shopper’s needs. They help [...]
Larger brands tend to talk at their shoppers and not to them. One of the core strengths of natural is our ability to create a community around inspirational brands and important causes. The challenge is that traditional strategies frequently commoditize shoppers grouping them into similar buckets. Your shoppers want to be valued, respected, and [...]
Small independent retailers serve as incubators for new innovative products. Larger retailers tend to overlook small brands or make it hard for small brands to gain distribution in their stores. It’s fair to say that brands and retailers need each other to survive. Consider this. Retailers really don’t make anything, they sell other people's [...]
What retailers really want - actionable insights from you! Being a valued resource to retailers opens doors and gives you a substantial sustainable competitive advantage. Being a category leader returns a high ROI, grows sales, and builds shopper loyalty. Welcome. I'm in the process of redesigning my Resources page on my [...]
How can you hit a target you have not clearly identified? Sounds obvious but rarely do I find brands making this a priority. Goal setting is perhaps the most underutilized component of any strategy. In fact, I would go as far to say that a strategy that does not include a well-defined goal is [...]
Retailers need and want brands to step up and become category leaders. Today's story is proof these advanced strategies work giving both brands and retailers a competitive advantage helping brands get their products into the hands of more shoppers. Welcome. I want to remind you that there's a free downloadable guide [...]
Shoppers have virtually unlimited number of choices when it comes to where they shop and how they shop. It is therefore critical that they have consistent, clear, easy to understand messaging that resonates with shoppers. This all begins with where and how retailers merchandise key categories in their stores. The foundation of this strategy [...]
I'm often asked what “true category management” is and why I differentiate it by adding the word “true”. Most natural companies that I've spoken and worked with think of category management as the person pulling canned top-line reports and keeping retailers shelves full. My intention is to broaden and expand the definition of true [...]
If you need brain surgery you go to a specialist, yet brands continue to rely on brokers, agencies, etc for their insights. Their capabilities are no match for big brands. If you want to play at the level of big brands, you need to BE AT THEIR LEVEL. Today I have [...]
Do not go where the path may lead, go instead where there is no path & leave a trail. Own the space & control your own destiny through innovation & by adapting to what your customer’s want. Become a category leader by carving out your own unique niche. Welcome. Before I [...]
