One of our four core services

Category

In today’s fast-moving market it’s not enough to focus only on your brands. A category-led organisation looks at the bigger picture, identifying the growth opportunities that expand the pie for everyone: brands, customers, consumers and shoppers. From creating Category Growth Strategies to building multi-functional capability, we help organisations strengthen their category approach, forge stronger customer partnerships, and unlock sustainable growth.​

How we do it

Here’s a flavour of some of the things we do to build category-led organisations…​

Category Growth Strategy​

We work with you to define a clear, compelling vision for the future of your category, identifying where growth will come from and the category and brand actions needed to make it happen. And when we’ve done this, we make sure the strategy doesn’t just exist on a slide, but plays the active role it should across teams and business processes: internally aligning teams around a shared goal, and externally providing a strong foundation for customer relationships​.

Category Management

Even the best strategies only matter if they deliver at the shelf. That means getting the basics right – range, space, visibility, and price & promotion. We help teams understand and apply these levers so strategy translates into results where it counts: at the point of purchase.​

Category Mindset & Capability

Category growth is about more than tools and processes — it’s a way of thinking. We build confidence and capability across functions, embedding category-first thinking into everyday ways of working so it becomes second nature, not a side project.​

Category Storytelling​

A strong strategy needs a strong story. We help turn insight and data into clear, persuasive narratives that show why the category matters, where growth will come from, and how your brand can play its role. It’s a story that unites teams, inspires customers, and ultimately grows the category for everyone.​

“I would highly recommend Natalie and Jonathan for supporting category strategy projects. They have a great understanding of categories, shoppers, and retail challenges, and use these insights in their fun, down-to-earth style, always curious, interested, and willing to go the extra mile to land the project in your business.”

Head of Category

Category | Shopper | Channel | Customer

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