Case Study:
Royal Canin EMEA
Resetting a market leader for commercial growth
The challenge
To secure future brand health, Royal Canin undertook a significant business reset through re-aligning their commercial approach to the market. The reset was set to be an industry game-changer with risks as well as opportunities associated with it.
As a market leader, it was essential for Royal Canin to engender increased customer satisfaction and build trust as they took customers and associates through the reset.
The challenge was to grow their sales team’s capability in weeks, not months. The objective was to enable them to present a compelling category-based sales story on the business change, and to upskill them commercially.
Our approach
We worked closely with Royal Canin’s internal teams to understand the full dynamics of the business reset and their current state of play – from sales capabilities through to the tools, behaviours and commercial stories required to bring the new approach to life.
Working alongside the team, we helped translate the strategic changes into a clear, compelling category-based selling story, equipping the sales network with the materials and messaging they needed to engage customers with confidence.
We then built capability around the new approach, coaching Royal Canin’s network of associates to bring the story to life in real customer conversations – helping them navigate the change, respond to customer needs and land the reset consistently across the market.
The focus throughout was on making the change practical, engaging and achievable at pace. By combining clear commercial tools, hands-on coaching and a strong sense of ownership, we helped the team move quickly from understanding the change to confidently putting it into action.
The results
Royal Canin were equipped to turn a major commercial reset into meaningful customer conversations and future growth. The programme strengthened confidence across the associate network, helping people feel better equipped to navigate the change and lead more effective customer conversations. Alongside this, their broader commercial awareness and understanding of the new selling approach increased, creating capability that extended beyond the immediate reset.
“Working with Uspire, I found them not only agile but hugely emphatic to the project at hand. They took the time to engage, listen and appropriately assign resource for us to deliver the project at pace and to a critically short deadline. Associates confidence in what they were facing and ultimately managing soared, and they developed their commercial awareness at the same time. We observed that customer engagement was high, and we landed the project on time and to target. I can confidently say that the results in terms of business and associate growth are a testament to how Uspire engaged and fulfilled the brief.”
May Philpot,
Retail & Business Transformation Director Europe,
Royal Canin
