Commercial Excellence Services

What EY can do for you

Commercial excellence is now a prerequisite for sustainable success. It’s a necessary differentiator for CP companies to drive profitable market share and growth as retailers shift roles from customer to collaborator and competitor, and consumers turn to private label, challenging the value of brands. As data becomes commoditized, the winners will be those who can extract insight, prioritize interventions and prove their impact.

From commercial strategy through technology to execution, our approach to commercial excellence combines strategic thinking, data-driven insights and operational rigor to drive sustainable value creation across your organization. EY’s end-to-end approach to commercial excellence provides our clients with a holistic blueprint, powered by people with deep domain and sector experience combined with an ability to provide as a cross-functional team means EY will help you drive value creation across the full framework of commercial excellence:

• Driving growth starts with clarity: Commercial excellence relies on robust strategies across category and brand vision, channels and route to market design, and customer segmentation. We work with clients to develop integrated commercial strategies that align with corporate priorities. By encouraging collaboration across all levels of the organization, we connect leadership ambition with team delivery to drive their success.

• Winning at the shelf takes precision: Our revenue Growth Management Solution (RGM) helps clients optimize pricing, pack architecture, promotions, mix and trade investment using AI-powered analytics coupled with the skills, industry experience and commercial know-how of EY teams. From strategic price setting to promotional ROI tracking, we equip teams to drive profitable growth in highly competitive environments.

• Redefining retailer relationships requires adaptability: EY teams support clients in redefining their customer account planning, negotiations, joint business planning, sales force operating model and in-store execution. Commercial excellence now means balancing your own growth goals with the priorities of your retail partners and having the strong systems, data and agility in place to back that up.

• Reevaluating impact means reshaping marketing: CP leaders are delivering brand marketing at the top of the funnel but want to drive more performance through their lower funnel marketing capabilities, including personalization. Some are rethinking their agency models, while others are re-evaluating channel effectiveness, e.g. investments in Retail Media, digital marketing and shopper activation. EY teams support CP companies in building the architecture to help them optimize media mix, loyalty modernization and scaled personalization activations, all while measuring ROI with greater precision.