Make your growth drivers a reality with these tactics 🔑
“It ain't what you do, it's the way that you do it.”
You’ve nailed the vision. You’ve mapped the drivers. Now let’s make your category strategy land in the real world.
A good strategy lives or dies in the tactics. They’re the bridge between your drivers and what actually happens in store, online and in shoppers’ minds.
Here are five types of tactics that you should consider to bring your growth drivers to life:
1. Innovation that meets a real need ✨
Develop products that meet real shopper needs, not just fill range gaps. Use your growth drivers to guide innovation briefs so every launch moves the category forward.
In your brand planning process, challenge the role of your innovation. Does it fit with your category strategy? If it doesn’t, is it the right innovation?
2. Price and promotions that target shopper behaviour 🏷️
Shape your price strategy and promotional plan around shopper behaviour. Think about how pricing and rewards can build the new habits you’re focusing on with your drivers, whether that’s attracting new shoppers or shifting missions.
If you want to bring new shoppers in, think about feature space. If you want to build repertoire, think about multi-buys.
3. Range review changes focused on growth areas 📈
Use upcoming range reviews to simplify choice and highlight what matters most.
Layout, signage and range structure can all help shoppers find what they need faster and explore more of the category, particularly those products linked to your drivers.
4. Targeted execution in store and online 🛒
Make your activation work harder by connecting every touchpoint to at least one driver. In-store theatre, online visibility and clear calls to action all help educate and motivate shoppers.
Don’t forget the online basics, taxonomy, search, and getting the product information right!
5. Keep your media message consistent 📢
Target the right people in the right moments.
Tailor messages to the behaviour you’re trying to unlock, whether that’s inspiration, reassurance or reminding shoppers to buy again.
Tactics are where your strategy becomes real. If they’re not anchored in your drivers, they’re not going to unlock long-term sustainable growth.
If you're looking to ensure your category strategy drives action and delivers real growth, check out our article on 5 ways to ensure your category strategy drives action.
Need support in developing a compelling category vision or actionable strategy? Get in touch to discuss how we can help!
Not sure what’s right for you? Get in touch and we’ll help you figure it out.
November 2025