Case study

The Royal Collection Trust had been operating a hugely successful Retail business for a number of years. John was asked to conduct a strategic review and make recommendations ahead of the appointment of a new Retail Director.

As a result of the review, merchandise ranges were refocused to strengthen the appeal to domestic audiences, particularly food and drink categories. A merchandise brand hierarchy was developed based on the principle of ‘good, better, best’ each targeting different audience profiles. Retail was acknowledged as being a key stakeholder in marketing planning, the customer journey and wayfinding. Subsequently, Marketing was incorporated into the Commercial Directorate having previously been a separate directorate.