Mastering Commercial Excellence in Today’s Complex Retail Landscape
At Commercial Excellence Academy, we are dedicated to transforming the way businesses navigate the complex landscape of consumer goods and retail. Our expertise lies in enabling sales, customer marketing and retail teams to drive measurable growth by implementing strategic frameworks that enhance shopper engagement and commercial success.
One of our core methodologies is the Route to Shopper® framework, which provides a structured approach to achieving Shopper-Based Integrated Value Creation. This framework serves as the foundation for brand owners and retailers to build synergy, ensuring that shopper needs are met efficiently while driving business profitability.
The GUIDE – PATHS™ approach as part of the Route to Shopper® framework, integrates both the Brand Owner’s View and the Retailer’s View to ensure seamless alignment, execution, and value creation along the entire shopper journey.
The Route to Shopper® Framework
The Route to Shopper® framework is a proprietary methodology designed to create a seamless and effective journey from brand strategy to shopper execution. It bridges the gap between brand objectives and retail execution, ensuring that every decision along the value chain contributes to enhancing shopper engagement and sales growth.
The framework is structured around two key pillars:
- The GUIDE System (Brand Owner Driven)
- The PATHS Model (Retailer Driven)
Together, GUIDE – PATHS™ enables an integrated approach to creating Shopper-Based Integrated Value, ensuring that brand strategies and retail execution are fully aligned.
The GUIDE System: Brand Owner Driven
The GUIDE System is designed to help brand owners establish a structured approach to shopper-based growth. It provides a systematic method for ensuring that brand strategies are effectively translated into shopper engagement and sales activation. The GUIDE System comprises the following pillars:
- G: Grow the Shopper Base – From universe mapping to structured selling methodologies.
- U: Unlock Bigger Baskets – Leveraging category management to key account strategies.
- I: Increase Purchase Cycles – Driving frequency through basket analysis and trade promotion excellence.
- D: Drive Sustainable Profits – Optimizing revenue growth and value chain opportunities.
- E: Enable Cross-Functional Excellence – Integrating finance, marketing, supply chain, people management, and AI.
Through this structured approach, brand owners can create targeted strategies that resonate with shoppers and drive category growth. When seamlessly integrated with PATHS, it ensures that brand strategies translate effectively into retailer execution.
The PATHS Model: Retailer Driven
Why Choose Us?
At Commercial Excellence Academy, we combine deep industry knowledge with actionable strategies to empower businesses in the consumer goods and retail sector. Our Route to Shopper® framework is designed to create a winning synergy between brand owners and retailers, ensuring that every aspect of the shopper journey is strategically aligned for maximum impact.
With the GUIDE – PATHS™ methodology, we ensure that brand and retailer perspectives are fully integrated, creating a unified approach to driving commercial success.
Whether you are a brand seeking to enhance shopper engagement or a retailer looking to optimize in-store execution, our proven methodologies and expertise will help you achieve your commercial objectives.
Let’s work together to build a shopper-first future!