A clear role for the idea
Retailers need to understand:
- what shopper need the idea addresses
- how it supports the category
- why it is relevant now
- what behaviour it is intended to change
- how it complements the retailer experience
Commercial relevance
The brand should connect the creative idea to a credible commercial opportunity.
This might include:
- category growth
- recruitment
- trade-up
- basket building
- occasion development
- increased engagement
- improved navigation or choice
Do not rely on broad brand awareness as the only reason for participation.
Flexible activation routes
Retailers need options that reflect their own:
- estate
- formats
- media
- digital platforms
- production requirements
- promotional calendar
- customer expectations
A rigid global execution creates unnecessary friction.
Practical clarity
Retailer-facing materials should make clear:
- what is being proposed
- what the retailer needs to provide
- what the brand will provide
- how the activation works
- what it will look like
- how it can scale
- how success will be assessed
Evidence of understanding
The strongest proposals show that the brand understands the retailer’s environment.
This does not require abandoning the global idea. It requires expressing its value through the retailer’s priorities and customer experience.
A retailer is more likely to support a global idea when it arrives as a relevant commercial opportunity rather than a campaign waiting for space.