“We need to better understand how the retailer views the world, not to mention our category.” – Dana Winslow
Former Senior Director
Campbell's Soup Company
Success requires an effective partnership between Manufacturer and Retailer. Despite this, many manufacturers fail to capture or fully embrace the retailer’s unbiased perspective, needs and wants as well as retail dynamics prior to developing programs.
Over the last several years, Edgewood Consulting has conducted hundreds of interviews with major retailers at various levels covering a broad variety of topics. The result is a deep, unique and objective understanding of the needs and wants of the retailer, especially when combined with shopper insights and/or retail observations.
Example areas of inquiry include:
- What role does the retailer assign each brand/product within the overall category?
- Why are certain segment and category adjacencies utilized?
- What are the topline and bottom line expectations for a new product?
- How do retailers view us as a Manufacturer? How about competition?
- What are the retailer’s greatest needs in terms of Shopper Marketing, trade promotion and supply chain?
- What is a retailer’s rationale for changes in category management strategy (e.g. shelving, assortment)?
Trade Discovery allows you to “aim before you shoot” by delivering critical retailer insights into the development of strategies and tactics and the best way to communicate them to the trade.
Club & Dollar Development
Insights – Similar to many manufacturers, our client saw the Club and Dollar Channels as both flourishing and a major opportunity. Historically, most efforts were focused against just gaining distribution with modest success. Edgewood Consulting felt a deeper appreciation and understanding of each channel was the key to business development. We created a comprehensive approach to uncovering that these channels have different shopper targets, go-to-market strategies and needs/priorities.
Innovation – Based on the primary research conducted with retail buyers and other industry “insiders”, Edgewood Consulting was able to understand what specifically these channels are doing/providing. It further identified how the client’s offerings could support strategies to help Club and Dollar better differentiate and meet shoppers’ needs.
Implementation – Developed a Thought Leadership Platform targeted to each channel by applying unique insights from shopper needs, promotional techniques and assortment recommendations. Edgewood Consulting provided client with new insights, implications and strategic recommendations to generate improved Go-to-Market strategy and bottom-line results.