Case study: Delivering a winning seasonal range​

Company overview:

  • Leading high street retailer with 400+ stores
  • Annual sales turnover £2bn
  • Category made up of leading confectionery brands

Business challenge:

The retailer wanted to deliver a market leading seasonal food and confectionery range for the Christmas. Previously, the retailer faced challenges with poor sell throughs due to inaccurate forecasting of seasonal product volumes and profits were impacted due to an inconsistent trading strategy encompassing pricing, promotional and exit policy and reducing supplier investments. 4C were tasked with building a seasonal strategy that grew sales and margin from an improved customer proposition.

Our approach:

  • Built dashboards to show detailed performance analysis of prior seasons which was then used to plan the range for the new season
  • Maximised supplier investment through effective negotiations
  • Traded the range with constant monitoring of all financial metrics and took early actions to drive sales/minimise markdowns

Value delivered:

  • Sales growth of +10% from same space foot print Yr-on-Yr
  • Margin rate increase of +4.5% for full season
  • Sell Through (Volumes) improved by +5% from 89% to 94%