Training & Seminars - MyCustomer 3.0


Programme Overview: 
  • Kick-start your Customer Business Planning (CBP) with this facilitated, collaborative approach to defining the current trading context. With massive pressure on topline growth, gross profit margin, increased competition for shopper loyalty and soaring retail customer expectations, high costs & low ROI pressures, optimising efficiencies and using key stakeholder engagement to do so, are more important than ever before
  • Kick-start your Customer Business Planning (CBP) with this facilitated, collaborative approach to defining the current trading context. With massive pressure on topline growth, gross profit margin, increased competition for shopper loyalty and soaring retail customer expectations, high costs & low ROI pressures, optimising efficiencies and using key stakeholder engagement to do so, are more important than ever before
  • Effective Customer Business Planning (CBP) is no longer a 'nice to have'. A considered, insight-driven plan begins with knowing your trading context.
  • This one-day, channel focused (Retail, Wholesale Cash & Carry, Convenience, Corporate Liquor, Corporate Pharmacy inter alia) workshop will provide you with insight into current food and grocery market and channel dynamics, and how retailers are positioning for growth in response
  • The programme equips Trade Marketing and Key Account teams with the tools to effectively engage with customers from a place of real insight. You’ll learn the key trends, drivers and retailer strategies and focus areas, enabling you to identify, and respond to the associated growth opportunities for your business 
  • The Customer Business Planning (CBP) toolkit, for which MyCustomer 3.0 is the launch-pad, is delivered by the Ti team of experienced retail analysts, and CBP specialists, who inform course content with knowledge and insight gathered from face-to-face retailer engagement 
Who should attend: 
MyCustomer 3.0 is designed for Customer/Trade Marketing teams, at middle-to-senior management level. An intermediate to strong knowledge of the trading context and the retail customer is required
  • Key Account Managers, Channel, Category, Commercial and Business Development teams 
  • Field Operations
Key Outcomes
Gathering the data and information you require across various teams to populate your customer audit, the first step to a clear, solid customer business plan. We free you to focus on the ‘So what?’


A solid ‘situation analysis’ of the SA food and grocery industry, current trading conditions, shifting channel and shopper dynamics, and the impact on retail strategy


Insight into your retailer customers strategic imperatives and resulting expectations of your business


An understanding of your customer’s competitive context – who are they up against in the Channel, and what does this mean for you?
  Insight into ‘the how’ of driving value and optimizing customer and trading format ROI, using the business intelligence at your fingertips

Module Content

The SA Food and grocery trading context
  • An overview of the SA food and grocery industry, trading conditions, shifting channel and shopper dynamics
  • Impact on retail strategy
  • Customer comparative performance across the majors (KPI’s)

Round-table discussion by customer/format
  • The joint business planning (JBP) mindset imperative 
  • Current business structure and supplier contact points
  • Retail brand positioning and the brand alignment imperative
  • Trading formats and shopper segmentation strategy
  • Trended financial performance (KPI’s) - the context to building a winning commercial proposition
  • Key strategic imperatives and growth plans – the resulting expectations of you, the supplier
Swot briefing
The ‘SWOT Build’: post workshop exercise
Your retail customer’s ‘strengths’ and ‘weaknesses’, and the associated ‘opportunities’ and ‘threats’ for your business



OTHER AVAILABLE COURSES

MyCustomer 2.0 MyCustomer 4.0

For more information or to book your My Customer 3.0 Workshop contact Trade Intelligence:

Telephone: (031) 303 2803

E-mail: thule@
tradeintelligence.co.za