Case Study: Book Publisher Redefines Category for Growth

Client Description

Global Book Publisher


  • Children’s books were traditionally organized by age of reader yet research validated that children’s reading skills don’t align to their age.
  • Several children’s book segments were underdeveloped. The retail environment (children’s books) was confusing and difficult to shop.


  • To conduct thorough Shopper Insights research to uncover and solve for the barriers to purchase.
  • To implement these findings within a shopper-centric category definition that included reframed initiatives.

TPG Approach

  • TPG’s engagement with a major retailer and publisher identified key parent and children reading habits and practices which were driven by the child’s reading comprehension and development.
  • TPG led the redesign of the retail department, buying classification and marketing of children’s books from an age-based segmentation to a “reading development” segmentation.
  • Five new reading development segments were created.


  • New platform for business analysis and decision making.
  • New department layout at leading retailers.
  • New signage program.
  • All new marketing programs.
  • Significantly changed the publisher’s view of how to manage their business.
  • 25% category growth after in-store executions.

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