Consumer Lab.Mission — Retail – Food, Near Food & Non-Food (FMCG)
Redefining Promotion Planning for Category-Led Growth
Consumer Lab partnered with Colruyt Laagste Prijzen to redefine promotion planning across Food, Near Food, and Non-Food categories, aligning category growth ambitions with promotional effectiveness and execution discipline.
Client
Colruyt Laagste Prijzen
Industry
Retail – Food, Near Food & Non-Food (FMCG)
Period
May – July 2025
Role
Freelance Category Marketeer
Business Domain
- Category Management
- Marketing & Promotions
- Sales Performance & Execution
Strategic Focus
- Promotion Strategy & Planning
- Category Growth Alignment
- Data-Driven Decision Making
- Performance Measurement & Execution Discipline
Pillars Activated
- Designing the Customer Experience
- Optimizing Operations & Execution
Strategic Context & Challenge
From fragmented promotion planning to performance-driven category execution
Colruyt Laagste Prijzen, Belgium's leading value retailer, operated with strong operational excellence but faced growing complexity in promotional planning across categories.
Promotional decisions were insufficiently connected to category growth ambitions, marketing objectives, and analytical performance tracking.
To sustain commercial performance at scale, a more unified, data-driven, and execution-ready promotional model was required — linking strategy, planning, and daily operations.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
Promotional logic was restructured around category roles and commercial relevance, ensuring clearer value signals for customers across Food, Near Food, and Non-Food. Promotions were aligned with category strategies to reinforce consistency, credibility, and perceived value at shelf and across campaigns.
Promotion planning tools, workflows, and analytical processes were redesigned to strengthen forecasting accuracy and execution control. Performance dashboards were embedded into daily team routines, enabling real-time visibility, faster decision-making, and tighter alignment between planning and execution.
Business impact
Data-backed 2026 promotion plan fully aligned with category and business objectives
Improved strategic coherence between Category Management, Marketing, and Purchasing
Higher accuracy and efficiency in promotion planning and execution
Embedded performance measurement as part of daily operations
Stronger foundation for scalable, analytics-driven promotional optimization