There's a particular kind of silence that settles over a range review meeting when a promotion pitch misses. The deck was polished, the mechanic was clever, the brand team loved it — and the category manager on the other side…
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Picture a cardboard display at the end of a Coles aisle — paid for, approved, built by store staff on a Tuesday — where nobody involved could tell you what decision it was built to change. The brief said "drive…
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Walk the perimeter of any big supermarket and you can spot the activations before you read a single word on them. The gondola end with the branded arch. The floor decal shaped like a footprint. The freestanding unit dressed up…
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Walk into any supermarket category review and you'll hear two conversations happening at once. One is about the retailer — the ranging, the co-op spend, the promotional slot the brand is trying to win. The other is about the shopper…
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A promotion can be beautifully designed and still never reach a shopper. Before anyone in the aisle sees it, someone else has to say yes — the category manager who decides what earns space, what gets ranged, and what quietly…
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