Growth Through Consumer Understanding
Growth begins with challenging the assumptions. For years, CVS hair assortment mirrored Target. The problem: Target is a ‘discovery destination’ and CVS is for ‘convenience’. The opportunity was not adding more products, it was to better understand the behavior of the CVS shopper. Build a haircare aisle designed to address their top hair needs.
Commercial Growth
-
CVS was operating as a discovery destination in a category where shopper bhavior was driven primarily by convenience. Many assortment choices were too broad and product placement did not reflect how shoppers shopped the aisle. The challenge was clear, create a shelf with the right product in the right store.
-
Growth started with listening, consumer surveys, shopper insights, category analysis and personal store-level observations uncovered what consumers looked for when they entered the store. The focus shifted to ensuring the right need and right format was in the right store.
-
This body of work uncovered a $35M category growth opportunity over 3- 5 years and created a roadmap for future expansion. More importantly, it reframed how growth could be achieved by aligning assortment, shopper behavior and retailer strategy around the needs of the consumer.
Big ideas, real impact.
For more than 20 years I’ve helped brands navigate growth, transform, and change.
Whether leading global brands, identifying category opportunities, or advising founder-led companies, I’ve consistently been drawn to situations where growth isn’t obvious.
My work sits at the intersection of consumer understanding, commercial strategy, and organizational influence.