Case Study
Author: Jeff Stern | 5 minute read
Facing declining relevance and market share in a key category, this retail client turned to TPG to revitalize its position. TPG led a Category Leadership Plan, focusing on creating a consumer-centered view, gathering insights from suppliers, and developing a growth-oriented strategy. The approach reversed a 15% decline, increased purchase attachments, and strengthened supplier partnerships. By addressing operational challenges, the client reestablished its category leadership and aligned with marketplace growth trends.
The Opportunity
As the retail client was losing relevance, value perception, and share in a signature category, they saw an opportunity to reinvigorate the role the category plays in the store and for the shopper.
“Great work here – really like what you have done.”
CEO
The Approach
TPG led a Category Leadership Plan for the client’s category, rooted in the following steps:
- Define – create an insights-informed, consumer-facing view of the category.
- Discover – synthesize key learning and implications from primary & secondary research, conduct interviews with key suppliers to identify areas of strength, vulnerability, and partnership potential.
- Develop – articulate an inspiring and galvanizing vision for the category, underpinned by a range of strategic growth drivers and supporting initiatives that will help deliver the growth ambition.
“Thanks for the incredible partnership.”
Chief Merchandising Officer
The Outcome
Reversed 15% category decline & catch up to marketplace growth trends by:
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- Increasing category closure by attaching purchase to adjacent category transactions
- Elevating partnerships & embedding joint value opportunities for manufacturers to partner for growth through JBP & merchandising tactics
- Addressing systemic operational challenges (assortment, layout, freshness, ordering) that have held the retailer back from being a category leader
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