Commercial innovation
Commercial innovation - continuous improvements to the core product lineup, customer engagement and relevance - is the lifeblood of any business.
For a business to stay strong and healthy it needs to respond to changing consumer attitudes and behaviours.
This means refreshing the core product lines and constantly flowing new news to keep the brand relevant and top of mind.
Crucially you need to maximise the potential of your core brand and business assets.
This means:
Reframing messaging and claims to respond to changing customer needs
Revitalising the core product line-up responding to changing consumer needs and external factors
Realising the potential of emerging sales channels to be where consumers are
Identifying new activation touchpoints throughout the customer journey
Unlocking existing technologies and assets
To make this happen requires:
A relentless focus on consumer, shopper and retail channel insights to understand the jobs your consumers and customers are trying to achieve
Mining existing brands, assets and expertise for new opportunities
Creativity - to turn these insights into novel and relevant consumer experiences, and go beyond the obvious ‘category’ solution
A ‘one-team’ mindset, ie agile cross functional teams co-creating together and willing to stretch their ambition
Effective collaboration between the cross functional team to ensure flawless delivery
How do we help you achieve this?
We bring the marketing, sales and category teams together with their communication, digital and media agencies, plus operational colleagues to innovate throughout the consumer journey.
We delve into consumer and technical insights, map out desired brand experiences at key customer touchpoints, and take inspiration from other brands and sectors to create novel ideas.
We then co-create with your target audience to incubate, refine and optimise your ideas.
The aim?
To create experiences that are of value to the consumer, and strengthen brand engagement to jump start growth for the core business.
CASE STUDIES
COMMERCIAL INNOVATION WORKSHOPS, PROCESS AND TRAINING
MULTICHANNEL BRAND ACTIVATION
A global food brand was developing a new strategic communications platform and came to us because they wanted to involve consumers in the creation of the idea.
We ran consumer co-creation workshops with the brand team and their agency partners to explore how the idea could add value, be distinctive, work seamlessly at critical touchpoints, and align with their new brand positioning.
It was a truly collaborative exercise – the brand team, multiple agency partners and their passionate consumers – and we uncovered some surprising insights. And even better, we turned around the work from start to finish in just ten days. The outcome: a fresh new direction for communication that puts consumer needs at the centre of the concept.
CUSTOMER DEVELOPMENT
The UK Sales organisation of a global company wanted to redefine its strategy and priorities.
We helped the sales, category and shopper marketing team redefine their vision via a series of collaborative workshops and employee feedback sessions. We identified the priorities to deliver their growth ambitions and strengthen their skills and capabilities.
To bring the strategy to life, we created video interviews with cross-functional stakeholders and infographics for company presentations.