A positioning that finally said no.

Amani had been selling to four customer segments and serving none of them well. We compressed the positioning to a single segment, rewrote the store grammar, and closed 11 of 48 outlets. Like-for-like sales lifted 23% in the remaining footprint.

The engagement ran twelve weeks. We worked alongside the Amaniteam in Accra and handed over to the in-house leadership at the end. The numbers above have held for at least twelve months past the handover.