Stories motivate people to act
Here at Collective Stories, we are not like other category management consultancy businesses, we don’t use the term ‘Category Management’, we prefer ‘Category Development’, management feels static, whilst development feels dynamic and evolving. Regardless of this, the techniques and mindset needed to be successful in category management or development remain the same.
True Category Development is the creation of mutually beneficial category strategy that underpins the retailer strategy and meets the needs of customers. Gooner, Morgan & Perreault (2011) highlight the three key resources needed for effective retail Category Development, knowledge of category consumers and their buying behaviour, financial resources for making and executing category management decisions and brand awareness amongst consumers in the category.
Simplistically, lots of tiny category stories of varying importance drive FMCG category development.
Storytelling for category development
OUR MANIFESTO
Collective Stories is a category management consultancy and was created with an absolute focus on storytelling. We specialise in authentic fact based presentations using storytelling to bring them to life and drive action. We are very clear in our view that storytelling cannot replace analytical thinking but that we can use storytelling techniques to galvanise and ultimately incite action to drive your category development.
We are clear that our stories never start with ‘once upon a time’ and there is rarely a grateful maiden marrying a prince, we use data, insight and a creative mindset. Our FMCG stories will always include the three key perspectives; Retailer strategic intent, shopper & consumer needs and the aspirations of your business as the supplier.
Our category development stories are always visually engaging to drive absolute resonance with your audience
We don’t use whale music, transcendental meditation or crayons in pursuit of your category development (not since the incident with the crayons). The right blend of our experience, your team focus and structure will do this.
Dynamic Storytelling
We believe that a category management consultancy should work with your business and its stories to drive action and inspire your audience. A good category story could create a spark, this could be a new retail conversation, a new listing, feature space or product development.
Ever sat through a presentation with so much information you came away feeling relieved it was over, definitely not inspired to act on any recommendations provided. That feeling where your brain makes the decision to wait for the PowerPoint deck to be issued so you can pore over the masses of information and formulate your own plans? Maybe you don’t even open the presentation when it arrives, the moment has passed, the opportunity is yesterday’s news.
Stories stimulate and motivate us, inspiring us to act. The success of your proposed category development plan is absolutely linked to how much your story inspires and motivates its audience to take action.
