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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 […]

Measuring What Matters: How Route to Shopper® Metrics Reveal Hidden Growth Opportunities

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In the complex world of consumer goods, what you measure determines what you can improve. Many organizations focus on traditional metrics that provide limited insight into actual shopper behaviour and fail to identify the most significant growth opportunities. The Route to Shopper® Framework introduces a more sophisticated measurement system that reveals hidden growth potential through […]

The 70% Opportunity: Capitalizing on Point of Purchase Decisions Through Route to Shopper® Implementation

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One of the most powerful insights in consumer goods marketing is that approximately 70-80% of purchase decisions happen at the point of purchase. Despite this knowledge, many organizations continue to overinvest in pre-store marketing while underinvesting in the capabilities that influence these critical decision moments. The Route to Shopper® Framework provides a systematic approach to […]

Beyond Category Management: How Route to Shopper® Elevates Collaborative Business Planning to Strategic Partnership

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Category Management has been the dominant paradigm for brand-retailer collaboration for nearly three decades. While it revolutionized the industry when introduced in the 1990s, today’s marketplace demands more sophisticated approaches to joint value creation. The Route to Shopper® Framework builds upon category management foundations to establish a more comprehensive model for strategic partnership. The Evolution […]

From Product-centric to Shopper-centric: The Strategic Transformation That Unlocks Sustainable Growth

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The consumer goods industry stands at a critical inflection point. Traditional product-centric strategies that served organizations for decades are increasingly insufficient in today’s complex marketplace. The Route to Shopper® Framework offers a systematic approach to a more powerful alternative: becoming truly shopper-centric. This transformation isn’t merely semantic—it represents a fundamental reorientation with profound implications for […]