From pitching products and ranges to creating our own exclusive ones
I have always worked in the retail industry and my experiences have revolved around Home Improvement going through all the steps that touch range and category management.
After graduating from a Master’s degree specialized in multi-channel retail marketing I started working at Bosch in the power tools division and for now 10 years I have switched positions between the supplier and distributor's side: endorsing various roles and enabling me to understand all the aspects of product development and category management through different lenses.
Home Improvement has been a natural common thread as it brings me fulfilment to know I work to create pragmatic solutions to help people improve their quality of life.
Having sat on both sides of the table is definitely an asset in negotiations and in understanding how to build strong partnerships.
I am now I believe, at my most fulfilled place, being able to manage and develop from scratch products and ranges to be distributed exclusively in our Banners.
I create and develop ranges of products under our Own Exclusive Brands
My role as a Product Lead is firstly to understand the markets, with a big "S", as we have Banners within the Kingfisher company that are in various countries with their own specificities.
Based on the current local offer, my goal is to find the right categories / types of products which could be relevant to develop and sell under our OEB (Own Exclusive Brands).
The types of developments can be varied: from innovations (start from scratch, new designs and functionalities), to improvements of existing technologies, to very standardized ranges where we are just looking for competitiveness through scales and volumes.
We are constantly analysing the current market but also planning ahead and watching closely our competitors and trends.
The thrive to create the best and most relevant ranges for our Banners
The most exciting and probably the most challenging part our job as Product Leads is to find the angle and the right level of synergies in a range to support as many Banners as possible.
Because through Banner adhesion you get scale and therefore competitiveness, it is an ongoing battle for us to find common features while still making sure we answer to everyone’s specific needs.
Every project is a new challenge and requires a different approach, we therefore learn new things and get more skilled/knowledgeable with every interaction with vendors, experts, customers...
I mostly enjoy analysing and understanding the foundations of customers' needs and what they look for, in a given product. To then try and provide the best product at the best quality/price ratio is a team effort that involved not only us, the banners but the whole of the experts we are lucky to be supported by (Brand, Packaging, Quality, Merch).
Understand the customer, build the solution, be able to sell it !
In order to build and create the best ranges and products, it all starts with a deep knowledge and understanding of what our customers are looking for and the job expected by the products.
This everlasting thrive to understand how to provide the best solutions for our customers as well as good analysis skills will be the foundation of your success.
Good relationship and communicating skills are also very important, as you will need to pitch and convince Banners that your products are both relevant and worthy of commitment.
Finally, i believe that the love of the product is the most important feature sought after in a Product Lead. The ability to know what a product is made of, from components to material composition is what will enable you to brief as accurately as possible new products and create differentiation or cost optimization.
We're providing legit, quality and sustainable solutions vs top brands
Working on an upcoming range which has not yet been release, we are very excited and confident about the level of quality, design and sustainability we have managed to incorporate.
Coming soon !
