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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 […]

Breaking Down Silos: How the Route to Shopper® Framework Creates Cross-Functional Alignment in Consumer Goods Organizations

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In the complex world of consumer goods, one challenge consistently undermines commercial performance: organizational silos. Marketing creates brilliant campaigns disconnected from sales realities. Category management develops strategies without supply chain input. Digital teams build experiences that don’t align with in-store execution. The result? Fragmented shopper experiences, wasted investments, and missed opportunities. The Route to Shopper® […]

How Integrated Shopper Based Value Creation Drives Triple-Win Outcomes for Brands, Retailers, and Shoppers

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In today’s complex consumer goods ecosystem, the concept of “winning” has evolved. No longer can brands win at retailers’ expense, or retailers win at the cost of brand margins, or either succeed by delivering subpar experiences to shoppers. The Route to Shopper® Framework introduces a powerful alternative: Integrated Shopper Based Value Creation. This approach, central […]

Is Shopper the Heart of your Commercial Excellence Strategy?

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In today’s consumer goods landscape, there’s one entity that truly stands at the centre of everything: the shopper. While organizations often focus on products, channels, or operations, the Route to Shopper® Framework reveals a fundamental truth—commercial excellence begins and ends with a deep understanding of the person making the purchase decision. The Shopper as the […]