Case study • L’ORÉAL UK
From supplier to strategic partner.
+19%Retailer-funded placements
4 EU MARKETSBOOTSAMAZONSUPERDRUG
The brief
Retail media partners were getting fragmented briefs and mixed messages. L'Oréal needed to move past one-way product pushes and show up as a strategic partner, not just a supplier.
The approach
We built a data-led retailer engagement model so L'Oréal could bring real value to JBP negotiations, showing the audiences they could activate and the results they could drive. It ran on a closed-loop process linking CRM, Google, Nielsen and retailer platforms.
Key moves
What we did
- Built a feedback loop showing the value L'Oréal delivered to retail partners
- Developed the Policy-to-People playbook to simplify comms
- Coached brand teams on smarter JBPs with Boots, Amazon and Superdrug
- Optimised execution in real time using analytics and retailer signals
Results that mattered
The numbers
+19%
Retailer-funded placements
4
European markets adopted it
The framework is now internal best practice for Retailer Storytelling 2.0.
The most useful retailer planning doc our Boots and Amazon teams had ever had. James gave us structure and clarity.Trade Strategy Lead, L’Oréal UK
Work with me
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.