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 […]
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 […]
In the consumer goods ecosystem, brands and retailers have traditionally operated with different—and sometimes conflicting—objectives and capabilities. Brands focus on building equity and driving category growth across multiple retailers. Retailers concentrate on total store performance and differentiation across multiple brands. The Route to Shopper® Framework introduces a powerful concept that transforms this dynamic: Strategic Symmetry. […]
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 […]
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® […]
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 […]
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 […]
Are you confident your commercial teams are generating the maximum possible value through shoppers? Can your brand and retail strategies prove they’re aligned to capture most revenue opportunities at the point of purchase? In today’s hyper-competitive retail environment, most organizations can’t answer these questions with certainty. The gap between brand strategies and retail execution has […]
“Learning CANNOT be Given, it can ONLY be Received” says Ankur Shiv Bhandari (ASB), the founder of Commercial Excellence Academy (CEA) and The Asbiverse Group of which CEA is a part. In today’s competitive business landscape, the Commercial Excellence Academy stands out by transforming how sales, commercial strategy, and customer marketing teams operate in the […]
Focusing on Commercial Excellence (CommEx) combines strategy and execution using multiple disciplines. Therefore, there is and should be a good level of detail behind what makes it work. However, getting into that detail without first having a Bird’s eye view or summary of Commercial Excellence can run the risk of getting lost. Therefore, we challenged […]