Praxis to become market leader in Dutch Sanitary DIY marketWhat if you are a leading Do-It-Yourself retailer, in the Top-3 of the largest non-food retailers in the Netherlands and are facing a tough economic environment? You try to leverage the recession as a platform for growth and innovation in your most important categories! This was the challenge for Praxis, when they called IG&H for help.To face the challenge, Praxis wanted to re-invigorate its entire category management (cat-man) process. IG&H trained a team of cat-man analysts and buyers and implemented a standardised process, including a practical cat-man toolkit. Everything was put directly into practice, using a launch-and-learn approach, within Praxis’ sanitary department. The Praxis / IG&H team interviewed 2.100 customers, on- and offline, to really understand the consumer decision process. They reviewed thousands of SKU’s (Stock Keeping Units) through sales & margin analyses (Direct Product Profitability, Goldmine, etc.), competitive benchmarking and assortment reviews. This led to new assortment-, merchandise, promo- and pricing plans across the sanitary category. The promotional effectiveness was reviewed and translated into promotion guidelines and a promotion and marketing calendar. After an intensive four month period, Praxis is now in the implementation phase to realise the improvements in store. The strategy builds on 6 major principles:
Peter Louis, Head of Buying at Praxis, says: “IG&H helped us retrieve consumer insights to support our decisions and consistently translate these insights into a new category strategy, following a rigorous consumer focused category management process. And what may be of most importance is that IG&H trained my people to carry out the process themselves. In the end, they are the ones who have to execute the strategy.” For more information, please contact Chantal van Gool , Managing Consultant at IG&H: +31 (0)348 496 300. Back to newsletter |
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