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 […]