Category Vision step-changes Retailer Relationships

Category Vision step-changes Retailer Relationships



Project period:

18 months

Services used:

Category Vision


The Challenge


We were approached by one of the UK’s top 10 healthcare suppliers with the task of helping them revitalise their brand-led approach to selling, as it was not generating much traction with retailers. Our client had relatively little influence in their category and they wanted great credibility in their approach to selling so that they could win more strategic and collaborative activities with retailers.

The Approach


Creating a compelling category vision for our client’s core categories and facilitating the long-term development of strategic growth was a key factor for our client. This development and growth was to form the basis of their internal focus, as well as their retailer product activation.

“Sellex did a brilliant job helping us develop this Vision, and it’s gone down an absolute storm with our retailers… the jump in the TAG survey is largely based on the different approach to selling that we had last year using the Category Vision work”.

Senior Category Manager, Healthcare Company


The Outcome


Once we had implemented this with the client, retailers reacted warmly as it was the first time anyone had taken such a strategic, deliberate approach to activation and category growth.

One of the additional outcomes to this process was that the sales and marketing plans became more closely aligned, meaning our approach to re-energising the client’s category vision had internal as well as external outcomes across the brand.

Our work benefitted the client in a number of ways:

  • They moved 11 places up the TAG survey* into the top 5 for their category.
  • They initiated a merchandising project with one of their top 3 retailers, that they had failed to win in the past.
  • They experienced positive feedback from key retailers.

*TAG survey is The Advantage Group survey, an annual measure of suppliers by their buyers in core FMCG categories.