5 ways to ensure your category strategy drives action 🎬

A great category strategy always begins with that spark of possibility —

“Wouldn’t it be great if…?”

It’s about imagining what could be, and then building a plan to turn those ideas into reality.

You always need to unlock a triple win: delivering long-term, sustainable growth for your brand, enabling category growth for your retail partners, and adding value for the people who buy and use your products.

Having taken part in and facilitated the creation of loads of category visions, I’ve learned a few things about which strategies unlock real growth and which end up sitting on the hard drive gathering dust.

With that in mind, here are my five big learnings to help you kick-start a category strategy that delivers for everyone:

1. You probably already have 90% of the insight you need 💡

Have you ever thought “If only we knew what we knew”?

Regardless of the size of your business, and your data and research budget, I can guarantee there is a wealth of knowledge already available to you.

You likely have the majority of insights you need in existing data sources and previous research projects.

But don’t stop there. Tap into the expertise within your team, other colleagues, customers, and even agency partners. Sometimes the real value lies in pulling these different perspectives together.

Before chasing more data, leverage what’s already at your fingertips. You’ll be surprised how much clarity this can bring to kick-start your category strategy.

2. Bring all your key stakeholders on the journey 👩🏼‍🤝‍👩🏽

It’s crucial to involve your key stakeholders from the very start.

Not only do they bring valuable expertise and insights to the table, but they’ll also feel a greater sense of ownership and commitment to the strategy.

People are much more likely to support and champion a strategy they helped shape.

It’s especially important to engage senior stakeholders. Their buy-in will make it easier for others to prioritise what you need from them and ensure the outputs are fully embedded in business processes and decisions.

Early engagement means collaboration, alignment, and ultimately, smoother implementation. In short, building your category strategy together leads to stronger buy-in and better outcomes.

3. Avoid thinking of the barriers too early ⛔️

In every workshop, there’s always someone ready to shut down ideas because of logistics or existing processes.

While practical concerns are important, it’s essential not to let them stifle creativity during idea generation. Removing these barriers early on allows the team to focus on innovation.

It’s often easier than you think to transform seemingly impossible ideas into actionable tactics. Encourage open brainstorming first, and then tackle the logistical challenges later. By doing this, you can unlock more opportunities and avoid limiting your strategy too soon.

4. Think evolution AND revolution 🤩

When developing your category strategy, it’s important to consider both incremental improvements and bold, game-changing ideas.

Some of the most effective strategies come from simple, “why didn’t I think of that before” ideas. These are often the easiest to implement and can deliver big results quickly.

But don’t stop there. You also need those revolutionary, bigger ideas that challenge the status quo and drive real change in shopper behaviour. Balancing both types of thinking ensures your strategy can deliver quick wins while also setting the stage for long-term transformation.

5. Create actionable tactics and make it clear who does what 📋

Who among us hasn’t spent months building a category strategy that ends up sitting on a shared drive, gathering dust?

Any strategy is only as good as its execution.

To avoid this, break your plan down into clear, actionable tactics with specific ownership for each task. Be clear about who is responsible for what, and ensure timelines are in place.

This not only keeps the strategy alive and moving, but also ensures accountability. When everyone knows their role and next steps, your strategy has a far better chance of making an impact.

A well-crafted category strategy can be the difference between standing still and driving real growth.

Whether you're just starting out or looking to refine your approach, these tips will help set you on the right path.

Get in touch if you’re looking for help with building your category strategy.

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November 2024