Logistics Leader
Driving Strategic Retail Account Growth Through Insight-Led Engagement
4
Strategic retailer reports created
Sector: Grocery retail
C-SUITE
Commercial conversations unlocked
Audience: Strategy, finance & commercial leaders
AI-INSIGHT → ACTION
Research operationalised for ABM
Project: 1:1 strategic account engagement
The brief
The findings were clear, out-of-stocks don’t just cost a single sale, they damage loyalty, reduce lifetime value and undermine significant brand investment.
We were asked to transform this central research into four bespoke reports, each tailored to a supermarket featured in the study.
The objective was to equip account teams with commercially sharp, insight-led reports capable of resonating at senior level within four must-win and must-grow accounts; setting the template and framework for future 1-1 outreach and pursuit activations.
Each report needed to:
- Speak directly to the supermarket’s strategic priorities and current challenges
- Reflect their specific shopper personas and tipping points
- Demonstrate the commercial and loyalty impact within their own customer base
Our Approach
Our Approach We delivered the project as an innovation sprint, working at pace to ensure the insight reached each retailer at the right commercial moment with data that adds value to their business.
We immersed ourselves in each supermarket’s market position, strategic agenda, growth ambitions, operational pressures and brand positioning. Using this context, we developed a tailored storyline for each retailer, aligning the research to their commercial priorities so it felt grounded in their business, customers and brand.
That shift ensured the insight landed credibly with senior stakeholders.
Designed Around the Retailer
Each report was developed using the supermarket’s own brand identity and visual cues, placing the retailer front and centre.
Our client’s presence was deliberately more subtle.
By leading with value rather than capability, the reports positioned our client as a partner focused on the retailer’s growth and not simply a provider of logistics services.
We approached Magnus to create personalised reports for four key account ABM campaigns. They understood our goals and delivered bespoke, insight-led reports addressing our customers’ unique challenges. Throughout, they were collaborative, responsive, and fully invested in achieving the best results.
Logistics leader
The Impact
The reports gave account teams a credible, insight-led platform for engaging their most strategic retail accounts.
Each report opened C-suite level discussions within its target organisation, expanding conversations beyond operational contacts to include senior commercial and financial leadership. This shifted the dialogue away from logistics capability and towards customer behaviour, loyalty economics and measurable commercial impact.
As a result, the programme strengthened relationships within existing key accounts while also creating momentum across new strategic targets.
Beyond the immediate engagement, the initiative established a repeatable framework for one-to-one outreach, enabling the client to scale insight-led engagement across its priority accounts.
This was more than an ABM activation. It was a focused strategic account growth approach, using insight to unlock more senior, more strategic and more commercially valuable conversations.
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