A proprietary framework for consumer goods leaders navigating the new path-to-purchase paradigm.
In a world where discovery happens on reels, decisions shift by platform, and delivery expectations outpace infrastructure, one thing remains essential: clarity.
The SCOPE™ Framework offers a proprietary, outcome-driven model to help FMCG leaders make sense of market volatility and turn path-to-purchase disruption into a competitive advantage.
SCOPE™ = Shopper, Channels, Orchestration, Performance, Execution
S – Shopper-Rooted Strategy
Start from behavior, not brand plans.
Too many strategies begin in the boardroom and end up misaligned with how consumers actually shop.
SCOPE™ anchors all commercial strategy in real-time, real-world shopper journeys–blending qualitative insights with digital exhaust, point-of-sale data, and platform signals.
- Build multi-context consumer segments (use-case clusters > demographic boxes)
- Deploy trigger-to-checkout mapping across physical and digital paths
- Enable insight-to-action feedback loops for brand, category, and GTM teams
C – Channel-Led Commercial Architecture
Design the route, don’t inherit it.
SCOPE™ establishes a deliberate and dynamic channel model where each platform–be it general trade, D2C, modern trade, or q-commerce–has a clearly defined role.
- Assign channel mandates: Lead, Expand, Defend, or Experiment
- Architect differentiated packs, margins, and messages
- Prevent cannibalization with rules of play and incentive guardrails
O – Orchestrated Presence Across the Consumer Grid
Create brand consistency at conversion moments.
In today’s omnichannel world, the shelf is no longer a location–it’s a decision point.
SCOPE™ guides brands to build high-conviction presence wherever that decision moment arises–whether that’s an Instagram reel, a GT store counter, or a q-commerce app banner.
- Align creative, commerce, and category tactics under moment-led marketing
- Leverage retail media networks and performance content to influence intent
- Enable media-to-merchant traceability across campaigns
P – Precision Performance Intelligence
Don’t just report the data–run on it.
SCOPE™ reframes performance tracking as a live decision system, not a lagging report.
- Integrate sell-in, sell-out, and consumer signals into one intelligent cockpit
- Drive monthly dynamic reallocation of spends, not annual rigidities
- Democratize insights for sales, marketing, supply chain, and partner teams
E – Execution Pods with Full Accountability
Dissolve silos. Form outcome squads.
Traditional FMCG org structures are too vertical for today’s shopper grid.
SCOPE™ enables companies to form Agile Commercial Pods™–cross-functional task forces aligned to business challenges or portfolio priorities.
- Structure pods around clear commercial outcomes (e.g., “Double e-comm share in 90 days”)
- Equip them with full-stack visibility and decision rights
- Tie metrics to business movement, not just task completion
SCOPE™ in Action
Ideal for:
- Strategic resets and annual planning
- Digital commerce acceleration roadmaps
- Channel conflict resolution
- GTM capability building
- Leadership offsites, board presentations, and partner briefings
SCOPE™ provides a repeatable language of execution—shared across C-suite, commercial teams, and external partners alike. It makes strategy not just coherent, but contagious.
© 2025 QPIN Insights. All rights reserved.
SCOPE™, Agile Commercial Pods™, and Moment-Led Marketing™ are proprietary concepts developed for FMCG decision-makers facing volatile market dynamics.
Interested in applying the SCOPE™ Framework to your portfolio or markets? Let’s connect.
