How do you build a category strategy to deliver £1bn in transformational growth?

Services: Growth Strategy | Growth Mapping | Category Strategy | Consumer Insight | Quantitative Research | Segmentation | Big Data Analytics | Proposition Development | Executional Strategy

Building an insight-driven approach to category leadership for SSP


SSP came to us in 2007 with a challenge: help them build an insight-driven approach to category leadership, to better optimise their portfolio of brands (which now stands at over 450 names) and demonstrate industry leading consumer understanding in tender situations around the world.


Over the past 15 years Clear has surveyed tens of thousands of travellers travellers globally, building a universal map of the global travel food & beverages market.

We identified distinct customer segments based on needs and attitudes in different travel occasions, both at a global and specific location level.

Driving exponential growth


Our growth map has been updated and refined over more than a decade with new insights – enabling us to track emerging trends and include new markets.

Our work gives SSP clarity on how to win in different travel hubs, with the right experience and brands for the most valuable customer types and occasions.

In addition, our work helped SSP to select the best and most promising opportunities to tender for AND deliver the most customer driven and commercially effective solutions to win those tenders, over and over again.


Working with the senior team, we’ve embedded the growth strategy and segmentation across the business to create a rigorous and evolving model of the global travel food & beverages market.  This serves as a powerful and objective framework for investment decisions.

As a result, SSP has won and retained tenders following our strategic guidance – adding over £1bn in additional annual revenues since 2012.