Category Leadership

Retailers can’t possibly be experts in every category and item they sell.  Savvy retailers value and appreciate brands that help them grow category sales, increase shopper foot traffic, and compete more effectively in any market and in any economy.  Don’t jeopardize your future by blindly placing it in the hands of your competition.

29 10, 2018

Category definitions that address shoppers needs and wants

By |2018-10-29T20:38:23+00:00October 29th, 2018|Category Leadership|

Defining the category is one of the most important steps in the category management process. It sets the tone for how the retailer focuses on meeting the needs of it’s shoppers.  It can be used to differentiate you from your competition. The category definitions communicate your commitment to meeting your shopper’s needs.  They help [...]

1 10, 2018

Brand retailer symbiosis – the importance of strategic partnerships

By |2018-10-03T12:59:09+00:00October 1st, 2018|Category Leadership|

Small independent retailers serve as incubators for new innovative products.  Larger retailers tend to overlook small brands or make it hard for small brands to gain distribution in their stores.  It’s fair to say that brands and retailers need each other to survive. Consider this.  Retailers really don’t make anything, they sell other people's [...]

27 09, 2018

SECRETS 088 Proof that becoming a category leader opens doors and grows sales with Russ Forester of Hain Celestial

By |2018-12-21T22:08:57+00:00September 27th, 2018|Category Leadership, Podcast|

What retailers really want - actionable insights from you! Being a valued resource to retailers opens doors and gives you a substantial sustainable competitive advantage. Being a category leader returns a high ROI, grows sales, and builds shopper loyalty. Welcome. I'm in the process of redesigning my Resources page on my website to provide [...]

11 09, 2018

SECRETS 085 Revitalizing a tired category using advanced strategies with Adam Lowry of Ripple Foods and Method

By |2018-09-11T19:26:54+00:00September 11th, 2018|Category Leadership, Podcast|

Retailers need and want brands to step up and become category leaders. Today's story is proof these advanced strategies work giving both brands and retailers a competitive advantage helping brands get their products into the hands of more shoppers. Welcome. I want to remind you that there's a free downloadable guide for you at [...]

20 08, 2018

Category tactics to increase sales – how to go from strategy to action

By |2018-08-22T10:42:17+00:00August 20th, 2018|Category Leadership|

Shoppers have virtually unlimited number of choices when it comes to where they shop and how they shop. It is therefore critical that they have consistent, clear, easy to understand messaging that resonates with shoppers. This all begins with where and how retailers merchandise key categories in their stores. The foundation of this strategy [...]

13 08, 2018

Building a strong foundation in true category management

By |2018-08-14T19:24:09+00:00August 13th, 2018|Category Leadership|

I'm often asked what “true category management” is and why I differentiate it by adding the word “true”. Most natural companies that I've spoken and worked with think of category management as the person pulling canned top-line reports and keeping retailers shelves full. My intention is to broaden and expand the definition of true [...]

10 08, 2018

SECRETS 076 Proven merchandising strategies used by category leaders that win over retailers with Daniel Lohman of CMS4CPG

By |2018-08-14T19:36:31+00:00August 10th, 2018|Category Leadership, Podcast|

If you need brain surgery you go to a specialist, yet brands continue to rely on brokers, agencies, etc for their insights. Their capabilities are no match for big brands. If you want to play at the level of big brands, you need to BE AT THEIR LEVEL. Today I have something really exciting [...]

7 08, 2018

SECRETS 075 How a disruptive start-up revived a dying category and became a top selling brand with Joel Clark of Kodiak Cakes

By |2018-08-14T19:38:28+00:00August 7th, 2018|Category Leadership, Podcast|

Do not go where the path may lead, go instead where there is no path & leave a trail. Own the space & control your own destiny through innovation & by adapting to what your customer’s want. Become a category leader by carving out your own unique niche. Welcome. Before I begin, I want [...]

2 08, 2018

SECRETS 074 Using the consumer decision tree to boost shopper loyalty with Daniel Lohman of CMS4CPG

By |2018-08-14T19:40:37+00:00August 2nd, 2018|Category Leadership, Podcast|

Real shopper loyalty is not something that can be purchased through promotions or embossed on a plastic card. It is earned by consistently delivering exceptional value, trust, and loyalty. This gives brands a substantial competitive advantage on shelf.  Before I begin, I want to remind you that there's a free downloadable guide for you [...]

18 07, 2018

SECRETS 068 Proven strategies to grow sales, stand out on a crowded shelf, and 2x your loyal shoppers

By |2018-07-18T17:41:00+00:00July 18th, 2018|Category Leadership, Podcast|

Sustainable sales growth requires a thoughtful strategy and commitment to be better than other brands. Like the tortoise and the hare, small strategic incremental steps can add up to a huge win. Today's story illustrates a better way to grow your brand. Proven strategies to grow sales, stand out on a crowded shelf, and [...]