Simon Hernaus

Simon Hernaus

Director

A bit of the boring stuff. About me …

Conducted first planogram and category management projects for Coca-Cola (yes, THE Coca-Cola ;-)) in the region. So I’ve learned not only from best practices but from firsthand experience: how to make a first step in the complex projects, collecting data, choosing the right metrics, understanding shopper behavior, comply with KAM department objectives and also pitch the projects with the retail clients.

Eventually, the test projects became best practices. And a little more, I think. With one of the initial retail clients, we started building around the first planograms. We ended up with a full category management department and over 200 category management projects. The success of the projects? Value, volume, incidence, traffic, amount? Yes, all measured. But the most sustainable metrics is the ability to maintain long-turn relationships and regularly create new business value.

Developed modular store layouts for a major convenience store retailer (400 stores). So I’m convinced I know a thing or two about analysis, assortment, sales to space, promotional areas and customer traffic flows – not to mention steering the process towards a solution. But still, I believe the hard variables should be filled with soft stuff: the concept, the unique selling proposition, the idea of value for the customer. Ask me what “every store is a story” means, I’ll be glad to share with you.

Advising Management Boards of CPG companies and retailers on how to unlock customer behavior to achieve their goals (using eye-tracking & loyalty card mining & RFID technology & other measurement tools – neuromarketing techniques included).

I am an avid reader. As a published (and, uhm, it just so happened, nationally awarded) book author, I am also devoted to creating compelling content. No, stories are not for kids only. Storytelling is a precious tool in the fact-based environment also! Even stores are stories and brands are deeply rooted in emotions – when they are good (and they should be!).

Through the years and projects, I’ve begun to develop my own methods for optimizing and innovating most easily spread around by blogs, articles, consulting, courses, workshops.

All combined, I am here to listen & learn. I’d be glad if I can possibly share with you some insights that help you strengthen your game. Also tomorrow’s game.