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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 […]

GUIDE-PATHS™ emerge on The Route to Shopper® for Unlocking Hidden Profit Potential in Retail

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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 […]

Commercial Excellence Academy’s 3-tiered Approach Winning Hearts and Minds in the Consumer Goods and Retail sector

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“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 […]

What is Commercial Excellence? The CommEx Formula | Commercial Excellence Academy

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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 […]