Buyers want to drive total category growth, as this is what their targets (& usually their bonus) are based on.
So the Brands that can prove HOW they will help the buyers unlock this growth are the ones that they will naturally back (all other things being equal) - and there are only 5 ways that this can be done. 

​This article explains what these are, what growth strategies should be considered as a result, and how brands can explain to the Buyer why they should back their brand.

​​Range Reviews - the biggest opportunity for brands to change their trajectory & implement strategic plans in each retailer all year.  Or every couple of years in some categories.

So shouldn't they be prioritised above all else to make sure they get the time, resource and focus they need?  Well, clearly the answer is yes, and in many suppliers this is the case.  However, in our experience the reality in a surprising number of companies is they are treated like any other job to do in the business - on a long list of things to be done and afforded just enough time and attention to get through the day, rather than truly putting the brand's best foot forward.

I spent 10 years working as a Buyer for Tesco & Sainsbury's so have seen a lot of sales pitches.   In that time consistently the most compelling pitches I saw were the ones based on Stories.  Insight-driven stories which made me listen, and offered a new perspective of how my category could be grown. 

This article explains why, and how to start writing one... 

Introduction
So you’ve spent months perfecting you pitch, explaining how all the latest trends and consumer insights point to your product becoming the next big thing, and your Buyer is still sitting there with a poker face, showing no intent of actually listing your brand?  

​Then here’s 4 tips to seal the deal…

900 words, a 5-6 minute read

​Why Insight?
Thriving as a business means growing your brand … and doing this faster & better than the competition requires Insight. 
 
Not just data or facts, Insight explains the ‘Why?’ behind the trends we see.  
 
By understanding the ‘Why?’, brands can better know the Consumer, and as a result create better products, or develop more targeted activation plans.  However, to do this Insight first needs to be demanded & embraced by the organisation.
 
Panasonic knew this.  As a very successful electronics company, Panasonic prides itself on high quality products and therefore culturally has a very strong technical focus.  However, as a global player, the company recognised that to grow even faster it is critical to understand how categories & customers differ in each market in which it plays, and to place these insights at the centre of what they do.

In this article we will be taking a deep dive into the Direct to Consumer (DTC, or sometimes D2C) sales channel, one of the fastest growing sales channels in the UK and estimated to now deliver 2.4% of all UK retail sales.

What we’ll cover in this article

• How big is the DTC channel in the UK?
• What are the benefits of growing DTC (beyond the sales!)?
• Inspiration from some leading Brands – in Food as well as Non-Food

Exclusive listings are near the top of most Buyers' shopping lists when they are looking for new products as they help to differentiate their range, offer the chance to drive lasting growth in their market share, as well as some degree of profit protection.  But does it work both ways?  Are there similar benefits for new brands in return for shutting down other sales avenues, or is it a one way street?

In this article we answer that question by looking at it from both sides and the benefit of 20 years experience in the trade...