Insights
Straight talk on consumer tech retail.
Real perspective from both sides of the table — category, marketing, retailer relationships, and the commercial models reshaping the industry.
Retail Strategy, Category Growth & Digital Transformation
What “Winning Space” on Shelf Actually Means Now
Winning space isn’t about the biggest bay anymore. It’s about winning a retailer’s confidence in your plan across every channel they sell through.
How to Read a Retailer’s Category Plan Before You Pitch
Most brands pitch without ever seeing the retailer’s own category plan. Here’s what’s usually in it, and how to pitch into it.
Omnichannel Isn’t a Strategy Anymore, It’s Table Stakes
Every brand claims an omnichannel strategy now. What actually differentiates once the basics are assumed rather than impressive.
Marketing & Brand Storytelling
Why Story-Led Marketing Beats Spec-Sheet Marketing
Shoppers don’t buy chipsets, they buy outcomes. Why the best consumer tech launches lead with a problem, not a processor.
The In-Store POS Nobody Reads (and What to Do Instead)
Most point-of-sale material gets ignored within seconds. Why, and what consistently earns a second look on shelf.
Why Your Launch Campaign Needs a Retailer Version, Not Just a Consumer One
The campaign that excites consumers rarely excites a retailer’s buying team on its own. The second version most brands skip.
MDF, Retail Media & Marketplace Acceleration
The 3 MDF Mistakes I Saw Most Often at John Lewis
Having owned the retail side of MDF decisions, the three mistakes brands make most often when pitching trade marketing funding.
Amazon Retail Media: What’s Worth the Spend and What Isn’t
Not all Amazon ad spend earns its keep. Where it reliably pays off, where brands waste budget, and a simple test before you commit.
How Retailers Actually Score Your MDF Proposal
Behind every MDF approval is an internal scorecard the brand never sees. Roughly what’s on it.
Retail Media Measurement: The Metric Most Brands Get Wrong
ROAS looks like the obvious retail media metric. It’s usually the wrong one to lead a conversation with.
Retailer Relationships & Navigation
What a Category Buyer Is Really Thinking in a Pitch Meeting
Buyers aren’t evaluating your product. They’re evaluating your plan — and three specific questions decide whether you get funded.
The JBP Nobody Reads After Signing It
Most Joint Business Plans get filed away the moment they’re signed. How to build one that actually gets used all year.
How to Rebuild a Retailer Relationship After a Bad Launch
A missed forecast doesn’t have to end a retailer relationship. What separates brands that recover from brands that don’t.
Commercial Strategy & New Propositions
Is Device-as-a-Service Finally Ready for UK Consumer Tech?
DaaS has been “about to arrive” for years. What’s actually changed, and who should be building a proposition now.
Trade-In Programmes: The Quiet Revenue Line Brands Underuse
Trade-in is usually treated as a customer service feature. Run properly, it’s a genuine, underused commercial lever.
Margin Architecture 101 for Consumer Tech Brands Entering UK Retail
Brands entering UK retail consistently underestimate how many hands take a share of margin before it reaches them.
