Case Study: Enabling a Shopper-Centric “Go-to-Market” Strategy through enhanced Category Management.

Client Description

Leading Latin American multi-format retailer with a well established shopper loyalty program.

Background

• Retailer’s senior management had identified a more Shopper-Centric focus as the foundation for their future growth strategies.
• Enhancing current Category Management processes and capabilities identified as a core requirement to accomplish this.
• Retailer had a robust loyalty program but was making only minimal use of shopper information and insights in Category Business Planning.

Objective

Enhance current Category Management processes to capture and apply shopper insights from loyalty card information in practical and efficient ways in Category Business Planning.

TPG Approach

• Evaluated the current Category Management processes and capabilities, including use of shopper information
• Trained Merchandising and Buying organization on TPG’s shopper-driven Category Business Planning process
• Facilitated 4 pilot Category Plans using this process with 4 qualified suppliers incorporating retailer’s shopper information and supplier’s shopper research insights.

Impact/Results

• Educated the entire Category Management organization on the process of shopper-driven Category Planning
• Integrated Shopper Insights into the enhanced Category Business Planning process
• Developed platform for rollout of shopper-centric category strategies across retailer’s multi-store formats