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Winning on Digital Marketplaces: The Route to Shopper® Approach to E-commerce Excellence

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Digital marketplaces have become critical commercial environments where billions of purchase decisions occur. However, many organizations approach marketplace strategy as primarily a distribution decision rather than a comprehensive strategic challenge requiring specialized capabilities. The Route to Shopper® Framework offers a more sophisticated perspective through its U3 (Bonus): E-marketplace Strategy & Management capability. The Marketplace Strategic […]

Direct-to-Consumer Strategy through the Route to Shopper® Lens: Building Complementary Channels that Enhance the Ecosystem

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Direct-to-Consumer (D2C) has emerged as a critical strategic consideration for brand owners. However, many organizations approach D2C as primarily a sales channel decision rather than a comprehensive strategic choice with implications across the entire commercial ecosystem. The Route to Shopper® Framework offers a more sophisticated perspective through its G3 (Bonus): D2C Strategy Development capability. The […]

Implementation Reciprocity: Creating ‘Mirror-image’ Capabilities Between Brands and Retailers

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One of the most powerful concepts in the Route to Shopper® Framework is “Implementation Reciprocity”, the development of compatible operational methodologies across brand owners and retailers that create synchronized capabilities. This approach transcends traditional collaboration by establishing truly integrated systems that maximize joint value creation. The Implementation Challenge Traditional brand-retailer relationships often suffer from operational […]

The 5 Dimensions of Shopper-centric Team Development: Building Capabilities That Drive Commercial Excellence

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The Route to Shopper® Framework identifies people capabilities as critical enablers of commercial excellence. Without skilled teams capable of applying shopper-centric approaches, even the best strategies and processes will fail to deliver results. This guide explores the five dimensions of shopper-centric team development that create the human foundation for Route to Shopper® implementation. The Capability […]

Operationalizing PATHS: How Retailers Transform Shopper Insights into Store-Level Excellence

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The PATHS Framework within the Route to Shopper® methodology provides retailers with a comprehensive approach to shopper-centric excellence. The true power of this framework emerges when strategic concepts translate into frontline execution across thousands of customer interactions. This guide provides structured approaches to operationalizing the PATHS Framework in retail organizations. The Operationalization Challenge Many retailers […]

Joint Business Planning IS NOT Commercial Excellence

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Joint Business Planning (JBP) is highly visible, structured, and central to supplier-retailer collaboration. However, while JBP is an important component of the broader commercial toolkit, it is not synonymous with Commercial Excellence. Viewing it as such risks oversimplifying what it truly takes to succeed in a competitive and fast-changing marketplace. The Role of Joint Business […]

From Theory to Practice: Implementing the GUIDE Framework in Brand Organizations

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The GUIDE Framework within the Route to Shopper® methodology provides brand owners with a comprehensive approach to commercial excellence. However, translating this powerful framework from conceptual understanding to practical implementation requires strategic planning and systematic execution. This guide provides structured approaches to bringing the GUIDE Framework to life in brand organizations. The Implementation Challenge Many […]

Building Your Route to Shopper® Capability Roadmap: Where to Start and How to Scale

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Implementing the Route to Shopper® Framework represents a significant opportunity for consumer goods organisations. With 75 core capabilities plus bonus modules, however, the framework’s comprehensiveness can create questions about where to begin and how to sequence development. This guide provides a structured approach to building your capability roadmap based on the framework’s inherent architecture and […]

Unlocking Bigger Baskets: The Route to Shopper® Approach to Increasing Transaction Value

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In the quest for growth, consumer goods organisations often focus primarily on expanding their shopper base. While penetration remains crucial, substantial opportunity lies in increasing the value of each transaction through bigger baskets. The Route to Shopper® Framework provides a systematic approach to this critical growth driver through its “U: Unlock Bigger Baskets” pillar for […]

Revenue Growth Management Reimagined: Using Shopper Insights to Drive Price, Promotion, and Portfolio Optimization

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Revenue Growth Management (RGM) has emerged as a critical capability for consumer goods companies seeking to drive profitable growth. However, many RGM approaches remain overly focused on internal financial metrics while insufficiently incorporating shopper behaviour and decision-making. The Route to Shopper® Framework reimagines RGM as a shopper-centric discipline that creates sustainable value through deeper understanding […]