Fresh Eyes Equals Fresh Sales Opportunities

A leading CPG manufacturer recently approached Gladson with a dilemma.

The client already subscribed to the Gladson Universal Database, but relied on their internal category and space experts for support to top producing retail customers with planograms. They relied on a broker for secondary brands and retail customers beyond the top echelon.

While category captain in many categories, this client also plays an advisory role for some secondary lines particularly in the complex household cleaning lines.

The pattern in this advisor role had begun to play out in an all too familiar manner:

• The captain leading the yearly reset changeovers

• Our client’s broker tweaking the plan usually achieving a few facing gains or a better position on an item

• . . . and the cycle moved on.

With new product formulations launching, the decision was made to break the old, familiar cycle. Their top category analysts were paired with fresh eyes provided by Gladson experts.

Jointly, we tackled a fresh look at the sections within a multi-billion dollar southwest grocer. Fresh eyes on the data; collaborative, creative thought and a brand new series of planograms were presented to both the retailer and the category captain. A test was agreed upon comparing ten test stores with the proposed set while the current set stayed in place in the remaining stores.

Results? Four Times Category Growth. Gladson then laid out the process for the broker so they could apply the new look to the other versions in the chain.

Applying some fresh perspective to routine issues can produce some spectacular results; earn fresh respect and stature from both customer and competitor.

Are resources at your firm over extended? A fresh perspective can come from Gladson. Our Professional Shelf Solutions Group can cover the everyday, letting your talent focus clearer eyes and minds on new accounts. If you'd like to discuss further, drop us a line at salesteam@gladson.com.

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