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We are a boutique consultancy company, offering a fresh approach in helping clients to identify and create Connected Category, Shopper and Channel Solutions
WHO ARE WE?
We can help interrogate and connect insights to better understand your shoppers’ needs.
We identify all the touch points needed to drive shoppers to purchase in and out of store, to develop a Connected Shopper Journey
OUR PHILOSOPHY
START WITH THE END IN MIND
WHAT DO WE DO?
CATEGORY SHOPPER CHANNEL STRATEGY
PERFECT STORE/
CUSTOMER EXPERIENCE
RAISING CAPABILITY
HOW WE CAN WORK?
FOR YOUR BUSINESS
WITH YOUR BUSINESS
IN YOUR BUSINESS
Insight assessment and strategy development
delivered for your business
Collaborative thinking and development
with key parts of your business
Working in your business, when you have temporary gaps in your capability &/or resource
OR OR
WHAT IS OUR POINT OF DIFFERENCE?
Why Trust Us?We have a wealth of senior level Client side experience in FMCG and Retail to draw upon (local and global), together with many years consulting for major Brands and Retail companies, both large and small, across many markets and sectors.
What’s Our Point of Difference?We have both strategic and creative capability to be able to give a true end-to-end approach if required.
We focus on the Customer/Shopper Journey, interrogating insights and making connections to unlock future growth strategies.
We think with the end in mind, and take insights and our strategic thinking through to the final execution platforms and customer sell-in propositions
What’s in it for you?We immerse ourselves within your business, quickly identifying the key issues and opportunities you face, to tailor the solution to best fit your needs.
We are flexible and nimble and can work with your teams, or independently, to get quick and meaningful results for your business
Insight AssessmentConnecting the Dots
Strategy DevelopmentBuilding Capability
CATEGORY AND SHOPPER STRATEGY
Consulting Team
WHO ARE OUR PARTNERS?
Our partners have industry leading assets and tools that Cognativ can draw upon to deliver end-to-end tailored solution for your category
These include advanced research capability and outstanding customer engagement tools, which can perfectly complement our strategic output
Through the line creative communications development,
Advertising, Path to Purchase creative,
In store, Loyalty, E-commerce
INTEGRATED CREATIVE AGENCY
Specialising in Retailers and Brands
PROJECTS WE HAVE DELIVEREDExamples:
Transforming the Customer Experience
Understanding Customer behaviour and motivations
Future Store design development
Staff training and motivation initiatives
Category Strategy Development
Developing new Category Growth platforms
Establishing Shopper Profiles
Linking Consumer and Shopper understanding
Creating a Category/Shopper Marketing Way
Creating NEW Category/Shopper way of working
Developing tools and content to bring to life
Roll our across European Markets
European Shopper Marketing Framework
Establishing best in class Shopper Marketing
Tools and ways of working changes
Team structure, new job profiles, recruitment
Category Strategy and Perfect Store
Creating strong Category Growth Platforms
Designing a Perfect Store program
Customer Engagement tools
Category & Shopper Marketing Capability
Delivering a Shopper Marketing Vision
Insight Mining, unlocking opportunities
Capability/training program
WHAT DO WE DO?
WHAT DO WE DO?
CATEGORY SHOPPER CHANNEL STRATEGY
• Insight Mining & New Research; Gap analysis, Interpretation, Actionable Insight
• New / Refresh Category Strategy; Identifying Key Category Missions, Linking Missions and Drivers
• Understanding your Shoppers Behaviour; Barrier and Trigger Analysis, Shopper Journey Mapping
• Shopper Marketing Strategy; Shopper Experience, Shopper Execution Platforms, Creative Ideation
• Unlocking Channel Opportunities; Channel Strategy, Categorisation/Prioritisation, Trade Engagement
WHAT DO WE DO?
RAISING CAPABILITY
• Capability Assessment and Benchmarking; Where are you now, where do you need to be
• Tailored training programs in Category/Shopper Marketing; Workshops, Training, Coaching
• Organisational Design; Team Structures, Roles & Responsibilities
• Integrated Planning Process (evolve or redesign); Category/Shopper Tools & Ways of Working
• Shopper Marketing Team Vision, Strategy; Prioritisation/Categorisation of workload tools
WHAT DO WE DO?
PERFECT STORE/
CUSTOMER EXPERIENCE
• Transforming retail visits to win at the shelf though inspiring and achievable activations and initiatives
• Enhance connectivity with the shopper by improving all facets of in-store marketing and communications
• Use clear and unique call to actions to get shoppers more engaged and passionate about the category
• Creating best in class customer engagement and collaboration
• To establish and maintain the highest levels of customer trust demonstrable knowledge and experience and the highest levels of customer experience
INPU
TSOF
FER
AREA
S
Insight Mining
New Research
New / Refresh Category Strategy
Consumer Trends
Category Dynamics
Category Drivers
Strategic Platforms
Identifying Key Category Missions
Unlocking Channel Opportunities
Linking Missions and Drivers
Shopper Missions
Macro Channel Trends
Channel Strategy and Prioritisation
Customer Dynamics
Understanding your Shoppers Behaviour
Barrier and Trigger Analysis
Shopper Journey Mapping
Consumer and Shopper Profiles/Motivations
Barriers and Triggers to Purchase
Desired Behaviour Change
Prioritised Objectives (AWP/FREQ/PEN)
Shopper Marketing Strategy
Shopper Execution Platforms
Creative ideation
Targeted Touchpoint
Tailored Messages
Relevant Mechanics
Creative Execution
HOW DOES THIS ALL FIT TOGETHER?
BUSINESS TOOLS AND INPUTS WE USE TO DELIVER BUSINESS STRATEGIES & SOLUTIONS
Brand & Consumer Tools
Understanding Consumer Trends/Behaviours
Integrated Commercial Planning Tools
Competitor Analysis and Benchmarking
Category & Shopper ToolsMacro Trends and Insights
Category Dynamics and Strategy
Shopper and Category Behaviour Insights
Customer Relationship ToolsTrade Engagement Strategy
Compelling/Inspiring Selling Stories
Category Partnerships
Channel & Environment Tools
Shopper Mission Mapping
Channel Strategies
Shopping Experience by Channel
MEET THE TEAM
Previous Roles: Brand / MDO P&G, Marketing Coca-Cola, PWC, Kantar Retail Managing Director Consumer & Shopper Marketing EMEA
Expertise & Experience: Category, Brand & Commercial Strategy work for KC, Nestle, SAB, Coke, Colgate, Diageo, ITG & Bacardi
Mark Davies
Previous Roles: Director of Category & Shopper Marketing GSK, Head of Category & Customer Marketing Gallaher, Kantar Retail Director of Consulting
Expertise & Experience: Category and Commercial Strategy work for GSK & Heineken, Shopper Capability for Nestle Purina, SAB & Coca Cola (CCE), Integrated Commercial Planning Design GSK & Gallaher, Customer Experience Starbucks
Laura Gray
Previous Roles: Head of Shopper Marketing & Category Controller Nestle Purina, Customer Marketing Snacks UB, Brand Mktg Kraft
Expertise & Experience: Shopper, Category Strategy and Brand Marketing across FMCG categories in the UK, EMEA Shopper Strategy and Capability, Merchandising and Perfect Store solutions for Weetabix, Customer Experience Starbucks
Gemma Flanagan
Previous Roles: Founder of DC Activ
Expertise & Experience: Category & Brand Strategy and Creative Design for Nestle, SAB, Coke, Colgate, Diageo, ITG & Bacardi
Paul Martin
