It’s clear that we’re on the brink of another upheaval—this time led by artificial intelligence. Dubbed the ‘Fourth Industrial Revolution,’ AI is already reshaping industries with tools like voice assistants and data-driven decision-making. Its potential feels limitless, hinting at a future rich with innovation.
But here’s the catch: how many businesses are actually reaping the benefits of AI? According to Forbes, only 5.4% of companies are leveraging it effectively. The real challenge lies not just in adopting AI but in identifying use cases that deliver meaningful results.
Joe Peers, our Senior Head of eCommerce, states, “In the race to adopt AI, it’s easy to get caught up in the hype. But businesses shouldn't implement AI just to check a box. The real value lies in identifying impactful use cases that solve specific challenges or unlock new opportunities. Whether it's improving customer experiences, optimising operations, or driving innovation, AI should be a tool for strategic transformation—not a trend to follow. Start with the problem, not the technology, and let the use case guide your AI journey.”
At Dee Set, our mission is clear: leverage AI to enhance human work, drive real outcomes, and make every minute count. This has been central to our 2024 strategy, delivering stellar results for our clients. By doubling down on innovation, we’re poised to redefine excellence and efficiency across industries.
Exploring How AI Can Maximise Productivity and Purpose in Every Role
With a robust team of 3,500+ colleagues, Dee Set thrives by prioritising people. We ensure every individual shines by amplifying their strengths while fostering personal growth. Time is valuable, and our focus is on high-impact tasks that bring purpose and productivity to every role.
Fast-paced industries like retail pose unique productivity challenges. In 2024, explosive demand for point-of-sales (POS) materials tested our limits. To meet this challenge, we emphasised training and coaching while leveraging AI to streamline operations and deliver unparalleled results.
Addressing the Business Challenge: How AI Helped Us Scale
Faced with growing demand for POS merchandising, we needed a solution to maintain quality, gather actionable data, and scale operations. Our traditional QA methods consumed 12 hours weekly per retailer, most of which was spent on redundant checks.
Enter AI. By adopting a tailored QA solution, we automated repetitive tasks and empowered our teams to focus on strategic decisions. Our AI analyses images submitted via the Reapp Perform app, comparing them against reference setups to ensure compliance. The impact? QC time slashed from 12 hours to 3, with 75% of images requiring no human review. This breakthrough enables our QA team to focus on tasks that add value.
Built by Senior Data Scientist Dr. Zhanna Mileeva using Microsoft Azure, this end-to-end solution has revolutionised our operations. Zhanna states: “The advantage of implementing this AI solution to streamline our operations is remarkable. By equipping our colleagues with the right tool, we have enabled them to effectively do 4 times more than they could do before. It also unlocked a proactive response to any emerging challenges while the job is still live, thus, contributing to a strong culture and excellent service of unparalleled quality. From a business perspective this is a perfect example of human and machine collaboration with tangible results internally as well as for our clients. So, it is a win-win for everyone”.
Zhanna continues: “We have adhered to the best practices and ensured utilisation of the latest technological advancements on Azure platform by staying in close contact with Microsoft. The development of a POC project was rapid. Low cost, reliability and quick deployment make this solution a gate opener for new business opportunities. Following the evaluation of its success we are now trialling a scaled up version. With aims to increase the processing capacity exponentially, we’re keen to see what the future holds for this clever piece of tech!”.
The Results: AI as a Game Changer in Quality Assurance
AI has transformed our QA processes, enabling our team to focus on personalised coaching, top-performer recognition, and operational excellence. By seamlessly integrating human intelligence and cutting-edge AI, we’ve scaled operations while cutting costs—a win-win for Dee Set and our clients.
In Conclusion: Beyond the Hype, AI Delivers Value Where It Matters
We expect that the hype around AI will continue for a while. Whilst many businesses will be excited about the ‘newness’ of this technology, here at Dee Set we’re focused on how we can utilise it when it comes to making it work in practical, meaningful ways that can benefit our employees. The business challenge we faced with scaling POS operations wasn’t solved by just adopting AI—it was about finding the right AI solution and ecosystem architecture to support our teams and enhance the quality of work we deliver to our clients.
As businesses explore the potential of AI, the key is to cut through the noise and focus on solutions that truly drive value, improve productivity, and empower people. For us, the journey has just begun—and we’re excited about where AI will take us next.
Want to get involved with our powerful AI tech? Just get in touch and we’ll show you how it’s done!
We’ve been experts in the field marketing world for some time now, and if anything, our vast experience has provided us with the rare opportunity to develop and strengthen our skill set and strategies over time. This means that we can ensure that we have the capabilities to consistently meet the demands of our clients and the ever-changing retail industry, using our suite of field sales solutions for your success!
To ensure that we remain pioneers in the industry, we must keep an eye on new technological developments, key societal shifts, and consumer behaviour – all whilst we continue to provide our full scope of services for our clients.
As we’re sure you know, the industry evolves in quick time, which is both exciting and pretty daunting! Luckily for us, we’ve grown accustomed to this rollercoaster ride and have developed, trialled and trusted strategies that provide us with some much-needed stability. As we will soon move into 2025, we know that it will be vital to focus on adopting innovative solutions that not only enhance the efficiency of the business, but will also greatly improve client satisfaction.
In this blog, we’ll explore five key field sales solutions that will set you up for success for today and beyond. Whether you’re looking to leverage cutting-edge order fulfilment technology or you want to focus on more customer-centric approaches, we think these strategies will keep your team on top form throughout.
In the meantime, if you’d like to partner with the best field marketing company in the UK right now, you can get in touch here.
Keep reading to find out more…
Before diving into the specific field sales solutions we offer, let’s first delve into the wonderful art of field sales…
If you weren’t familiar with this part of the retail avenue already, field sales jobs typically involve sales teams working outside of the traditional landscape of the office. Field sales break the mould by engaging with clients face to face, intending to build strong business relationships in the process.
When it comes to field sales solutions, they’re your tools, techniques and strategies that help your field teams operate more efficiently, from managing territories and optimising sales routes, all the way through to improving customer interactions and closing deals.
These days, the field sales industry embraces more of an untraditional and innovative approach.
Thanks to the development of advanced technology like AI, machine learning, and retail data analytics, our field sales teams have the capabilities and technology needed to provide real-time insights and automation. This data then empowers your sales teams to deliver personalised experiences, reduce inefficiencies, and close more deals (we’ll delve more into this soon!)
If you’re new to the world of field sales and field marketing, it may seem difficult to wrap your head around at first. However, our talented team of retail marketing professionals is here to help you, giving you five of our top field sales solutions for success in 2024.
Let’s dive in!
The age of data is here, which means that the constant guesswork many experience in the field sales industry can finally be avoided! Hurrah!
Thanks to data analytics, sales teams can make data-led, informed decisions based on precise data, rather than relying on gut feelings. Consequently, this means that spotting consumer trends and identifying potential sales territories should become a stress-free process for your brand.
Data is invaluable as it possesses the potential to completely transform and revolutionise a business. By analysing patterns and trends, businesses can better understand their market dynamics, making it easier to allocate resources, focus efforts on high-potential clients, and streamline sales cycles.
One retailer that we’ve seen truly use data to their advantage is Tesco. Since developing their savvy Customer Clubcard Challenges via their loyalty scheme (which successfully utilised shopper behaviour to develop personalised experiences), they recently announced a partnership with The Trade Desk to provide brand partners access to its Clubcard data. Brands who sign up for access will be able to use Tesco’s first-party Clubcard data (instead of relying on third-party cookies) to plan targeted campaigns, prompted by in-store and online shopping behaviours.
Tesco aren’t the only ones to see the importance of leveraging data though…
Convenience retailer Co-op recently announced their partnership with their media network and global media and marketing agency Dentsu. “The initiative allows brands to tap into UK’s first convenience retail media network, providing secure access to Co-op member and customer data, offering insights into shopping behaviours”. This collaboration is set to help the retailer drive innovation and build more value for their shoppers.
On the other hand, enhanced data analytics also gives field sales reps the ability to personalise their pitches and engagement strategies based on individual consumer shopper behaviour. For example, a rep can use purchase history, demographic data, and even social media activity to tailor their approach, making it more relevant and likely to convert.
Unless you’re living in a cave, you’ll have seen the rise and dominance of Artificial Intelligence (AI) and Machine Learning (ML), two tools that are quickly transforming the field sales landscape. As time progresses, we know that many people will soon start to utilise these tools on a daily basis to help optimise their strategies, helping them to automate and assist with tasks like customer segmentation.
One of the key benefits of AI is its ability to learn and adapt. By analysing historical sales data, AI algorithms can identify patterns and make recommendations on the best time to engage prospects or which products to offer.
Here at Dee Set, we’re no strangers to the use of AI and we use it to improve the processes of our field teams. During our data-led calls, our team of Territory Sales Managers utilise our industry-leading AI image recognition software to enhance efficiency. This technology collects crucial stock availability and comparative data from selected brands, enabling them to guarantee full store compliance and ensure planograms are followed. The adoption of this data ensures that our field teams can quickly identify on-shelf availability and address problematic stock situations without issues.
Another helpful use of AI that we’ve seen is the introduction of AI chatbots and virtual assistants. These tools have the ability to take care of routine customer queries, freeing up field reps to focus on more complex, relationship-building tasks. This leads to higher efficiency, lower costs, and better customer engagement.
Machine learning is a specialised branch of AI, focusing specifically on data-driven insights and algorithms that power its functionality. While not all AI systems incorporate machine learning, every machine learning application is inherently a part of AI. Machine learning is great at helping sales teams to fine-tune their campaigns over time, using predictive analytics to forecast customer behaviour and sales outcomes with remarkable accuracy.
Your core business wouldn’t thrive without your shoppers, so ensuring that they have the best possible customer experience will only improve your business for the better…
Epsilon research has shown us that customers respond better to a more personalised approach, which means that you must discover and understand their individual needs and preferences. A successful field sales team will go beyond the one-size-fits-all approach, using a deep understanding of their customers to create tailored, meaningful experiences for all.
This means that your field reps should focus on active listening, understanding customer pain points, and addressing their specific challenges with the right solutions. By building trust and demonstrating value, sales teams can foster long-lasting relationships that lead to repeat business and customer loyalty.
With consumers more eco-conscious than ever, sustainability isn’t a choice: It’s becoming a business imperative. Research by D. Tighe revealed that globally, about 44 percent of consumers said they were more likely to buy from a brand with a clear commitment to sustainability. Because of this significant cultural shift, field sales teams must react by aligning their practices with sustainability goals to remain competitive.
Sustainability in field sales can be approached in several ways. One example involves reducing the carbon footprint of your operations by optimising travel routes with technology, minimising unnecessary travel, or adopting electric vehicles for your fleet.
Additionally, by championing sustainable services in your sales conversations and highlighting any partnerships you have with sustainable causes, your teams can appeal to customers who prioritise environmental responsibility, creating a unique value proposition that resonates in today’s market.
Customer feedback is so underrated, but it’s one of the most valuable tools for any modern sales team. Knowing exactly what your clients think about your products, services, and overall sales experience allows you to refine your field marketing strategy and better meet their needs.
These engagement hubs can take various forms - from physical locations to digital landing pages where customers can share or rate their experiences directly. With instant feedback, sales teams can adapt their strategies, make improvements to products, and address issues quickly. Moreover, engagement hubs can serve as platforms for customers to connect with sales reps, discuss challenges, and explore new products or services in an interactive environment.
By consistently listening to customer feedback and acting on it, field sales teams can improve customer satisfaction and retention, ultimately driving more business growth in the process.
It’s never too early to work on a fail-proof strategy and as we gear up for 2025, adopting innovative solutions and new field marketing software will be crucial to staying ahead of the competition. By leveraging enhanced data analytics, implementing AI and machine learning, focusing on customer-centric strategies, embracing sustainability, and creating engagement hubs, your sales team will be well-equipped to thrive in the dynamic retail market.
If you’re on the lookout for an industry leading field marketing agency that already specialises in dynamic field sales solutions, empowering people to perform at their best – you’re in the right place. Whether you’re looking to streamline your sales processes or enhance customer engagement, our expert team can help you navigate the future of field sales with confidence. Let us support your journey toward sales success in 2025 and beyond.
Get in touch today and see how we can help you!
As industry leaders in the field marketing world, we are extremely grateful for our vast years of experience, providing us with a treasure trove of knowledge and expertise that sets us apart from the competition. Over the years, we’ve gained a thorough understanding of our sector, including our co-packing strategies. Through continuous research and development, we are pleased to be in a position where we feel confident about the services we provide to our clients.
Here at Dee Set, our end-to-end e-commerce services offer brands maximum support, from pick and pack, rework, clip strips and warehousing to merchandising, FSDU's and collecting data to provide actionable insights at the shelf edge, our clients trust us with their most critical retail operations. They know that we consistently deliver results that drive growth and enhance brand visibility.
Our dedicated team works closely with clients to tailor solutions that align with their unique needs, ensuring seamless execution from start to finish. We’re committed to helping brands thrive in an ever-evolving retail landscape, taking pride in our ability to innovate and adapt, enabling our clients to stay ahead of the competition and achieve their goals efficiently.
In our latest blog, we chat with Jess Westwood, our Co-Packing Account Manager, who provides us with exclusive insights into Dee Set’s comprehensive end-to-end services - from the design stage all the way up to retail merchandising and POS (Point of Sales) on the shop floor…
Hey Jess! Thanks for taking the time to chat with us today! Okay, first question…
A: At Dee Set, we’ve partnered with Polly POS, a leader in Point of Sale solutions, to ensure seamless execution of all our projects. This partnership allows us to collaborate closely, providing expertise at every stage of the process, which guarantees a smooth delivery for our clients.
Here’s an example of how the process works: When we receive an inquiry that requires full-service support—whether it's for printing, product reworking, or merchandising—we begin by scheduling a call with the client. This conversation helps us understand their specific needs and any challenges they might face, so we can tailor our support accordingly.
Next, we develop a comprehensive quote that covers all the required services in one package. Once the pricing is agreed, we proceed with structural and transit testing to ensure the unit’s durability and functionality.
The major benefit for our clients is convenience: They receive all the services they need under one roof, with a single point of contact and one consolidated invoice, streamlining the entire process.
A: We begin with a thorough consultation to discuss the client’s brief, objectives, sales targets, retail environment, and location. With Polly POS, we ensure that every display is designed to meet optimal retailer guidelines while maximising the product's visibility and appeal.
Our team of experts are also available to help guide clients through the retailer approval process, offering advice on artwork, structural requirements, and distribution centre presentations. We are dedicated to ensuring your projects are seamless and successful from start to finish.
A: Effective communication is at the heart of every successful project. Once a project is confirmed, we provide a detailed timeline to ensure clear visibility of each phase, helping all parties stay aligned. We understand that challenges may arise, so we proactively prepare solutions to address any potential issues that could disrupt progress.
Additionally, before production begins, we complete a ‘gold seal’ process. This provides clients with full transparency by allowing them to review and approve a finished prototype, ensuring the final product meets their expectations and our high standards.
A: A great example of our co-packing services delivering outstanding results is our collaboration with Noisy Snacks, a vibrant, emerging snack brand. They had a last-minute opportunity to supply Tesco with 1,376 quarter-pallet free-standing display units (FSDUs) for a seasonal promotion, marking their largest retail project to date. The challenge was significant: Noisy Snacks had never produced an FSDU before and needed full guidance to meet a very tight deadline.
The main challenge was the time-sensitive nature of the project, as Noisy Snacks also had little prior experience with such large-scale visual merchandising displays. In addition to the timeline, ensuring flawless execution—from design and assembly to delivery—was crucial to meet Tesco’s high standards.
We overcame these challenges by leveraging our full suite of services, from structural design to printing, assembly, and logistics, to deliver an end-to-end solution. Our structural designer worked closely with Noisy Snacks to create and sign off the FSDU plans quickly. Once approved, we printed and assembled the units in-house to meet the rapid turnaround time. We also coordinated product filling and delivery, ensuring that all units reached the six Tesco distribution centres on schedule.
Thanks to our integrated approach, Noisy Snacks successfully launched their largest retail promotion to date. Our ability to manage every aspect of the project—from concept and design to assembly and delivery—enabled them to meet all deadlines and present a visually impactful in-store display that boosted brand visibility and sales. This case underscores our expertise in handling complex retail projects and delivering high-quality results, even under tight time constraints.
We also teamed up with Whole Earth, responsible for supporting them with the end-to-end assembly and fulfilment of FSDUs in Sainsbury's stores across the UK. The FSDUs themselves aimed to promote the brands' Drizzler collection - the latest addition to their range of squeezy peanut butter.
Through our group capabilities, our warehouse team were responsible for assembling 274 shippers, which were distributed into Sainsbury's distribution centres. Our Tactical Solutions team were then responsible for the in-store merchandising. In total, 1314 cases were merchandised – 265 onto fixtures and 1058 into displays to ensure stock availability.
Adding to this, we also teamed up with plant-based protein bar brand Trek to support them with the end-to-end assembly and fulfilment of new in-store FSDUs in Sainsbury's across the UK. Through our group capabilities, our warehouse fulfilment team were responsible for setting up 440 main store stands and 147 PFS stands, which were then distributed into Sainsbury's distribution centres.
Find out more on our dedicated Case Studies page.
A: When adapting our co-packing strategies to meet emerging trends, we focus on three key areas:
This way, we stay aligned with evolving market demands while maintaining efficiency, consumer satisfaction and the customer experience.
A: We prioritise clear communication with all stakeholders to guarantee a smooth project flow. We employ a dedicated quality control (QC) checker and provide regular training for all team members to maintain high standards.
Additionally, we produce gold seal samples that are easily accessible for reference by all colleagues. To ensure product integrity, pallets are thoroughly inspected before leaving Dee Set, and our operational supervisors and team leaders are always available to offer support whenever needed.
A: The future of co-packing is poised for continuous growth year after year. One of our key initiatives for the coming year will focus on implementing security tagging to help retailers reduce shrinkage. By addressing shrinkage, we can ensure that your in-store inventory counts remain accurate, allowing for correct stock replenishment based on sales data.
We are constantly evaluating our processes to enhance efficiency, ensuring we deliver the highest quality service to our clients. Additionally, we're exploring opportunities to automate wherever possible, which will not only streamline operations but also drive cost savings for our customers.
As we look towards the future, our focus remains on continuous improvement—whether that’s through adopting new technologies, optimising our co-packing processes, or embracing sustainability. Our commitment to adaptability and excellence ensures that we will continue to help brands thrive in the competitive retail landscape. By fostering close partnerships and staying ahead of industry trends, we aim to empower our clients to achieve long-term success in no time.
Tackling the complexities of order end-to-end fulfilment doesn’t always have to be a stressful process when you have the right partner by your side. Here at Dee Set, we excel at providing reliable, tailored fulfilment solutions that ensure orders are delivered accurately and efficiently, every time. With 99.8% picking accuracy, comprehensive support, and real-time data analytics for actionable insights, we make fulfilment smooth and hassle-free.
Ready to elevate your fulfilment process? Our collaborative approach and proven track record across the UK make us the trusted choice for brands seeking innovative strategies. Get in touch with us today and let’s find the right solution for your business and customers!
At Dee Set, we understand that a successful supply chain is the backbone of retail excellence. Despite its critical role, the complexities and challenges of supply chain management are often underestimated. With unpredictable challenges on the rise, more retailers are turning to seasoned specialists to navigate end-to-end ecommerce logistics, mitigate delays, and tackle inventory issues. Supporting this shift, the 2023 Euromonitor International Sustainability Survey reveals that 56% of companies worldwide plan to increase investments in enhancing supply chain stability.
In the fast-paced retail world, efficient supply chain management is essential for driving sales and maintaining a competitive edge. Retailers face the significant pressures of meeting consumer demands while safeguarding brand reputations and financial targets. In this high-stakes environment, mastering your supply chain operations is not just a necessity, but the key to success.
At Dee Set, we take pride in orchestrating a seamless product journey—from global procurement to final retail presentation. Our expertise extends into the world of eCommerce, where we leverage data-driven insights to transform logistical challenges into streamlined operations. As reported by Social Shepherd, UK eCommerce revenue is expected to grow at an annual rate of 5.16% from 2021 to 2025, making effective eCommerce order fulfilment a crucial part of business success.
In our latest blog post, we delve into the world of supply chain management with Lee Horton, our Product & Supply Director. With a career that spans roles from Pick and Mix Buyer to heading up Fulfilment and National Accounts, Lee has been instrumental in refining our supply chain processes.
Join us as Lee shares his insights into our supply chain strategies, sustainability efforts, and the keys to successful retail operations. Discover the secrets behind our logistical processes and learn how we ensure every operation delivers excellence.
A: In terms of the product side of things, this actually refers to the process of buying products from around the world. Here at Dee Set, we have the capabilities and technology to package these products and then sell them to other retail businesses and directly to consumers online. This could be through a platform like Amazon or eBay.
In terms of the products we sell directly into retail, they can be on-the-shelf products, placed on a free-standing display unit (FSDU), or even a clip strip.
The supply chain process is multifaceted, including consolidation, order fulfilment (also known as product POS, where we prepare store-specific picks), and UK distribution. For companies that manufacture products abroad, we act as their UK distribution centre, handling the supply chain and ensuring seamless delivery to retailers.
We also have a thriving Co-Pack model, which includes services like security tagging at the source, assembling products into gift sets, attaching items to clip strips, reworking products in various formats, and providing end-to-end FSDU builds.
Additionally, we offer e-tailing services for businesses that lack the infrastructure to manage their own supply chain. Essentially, products arrive at our distribution centre in one format, and we rework them in multiple ways to meet our customers' specific needs.
A: It all boils down to driving sales. To achieve strong sales, you need products readily available on the shelves at competitive prices. A cost-effective supply chain is crucial because it helps manage expenses, improving ROI while ensuring a steady and reliable supply. Without this efficiency, prices could rise to the point where sales begin to decline.
An efficient supply chain aims to streamline processes and minimise product handling. For this to work, a robust infrastructure is essential. Inventory management is the starting point—ideally, we'd have unlimited stock in our UK distribution centre to fulfil all orders effortlessly, but that's not realistic. Instead, we focus on balancing high product availability with optimal stock levels. Accurate forecasting and a team of experienced colleagues are key to mastering this balance, which is why we recruit professionals with a strong background in retail and branding. Building strong relationships between brands and retailers also plays a vital role.
Our primary goal is to deliver projects in full and on time. To achieve this, agility is critical. We need to be responsive to shifting trends, which requires both a flexible workforce and a versatile distribution centre. Depending on the task, you may need different types of space—whether it’s floor space, detailed pick space, or pallet spaces.
A seamless end-to-end process significantly reduces costs by eliminating silos and streamlining product handling from receipt to shelf placement. Data, analytics, and automation are integral to keeping supply chain costs down, while also providing the visibility needed to monitor, manage, and communicate effectively.
Sustainability is also a growing priority. In recent tenders, environmental impact and corporate responsibility have taken centre stage, often outweighing cost considerations. While not all customers may require the same level of support, we can adapt our services to meet their specific needs.
A: A great example to illustrate this process is an FSDU (Free Standing Display Unit). Whether it’s a product, POS material, or an FSDU, the core principles remain consistent.
In the retail sphere, both the retailer and the brand make significant investments in promotional space. For instance, a promotional window usually lasts between three to six weeks. Every day that this in-store promotion isn’t active is a lost opportunity for your investment to yield returns.
The process starts with the design of the FSDU, which is no small task, as every retailer has unique specifications. If these specs aren’t met, the project will be declined, making this your first critical investment. Next is the manufacturing stage, where again, each retailer has specific requirements for height, weight, and size.
Following this, you move to stock management—ensuring the stock is correctly listed on the retailer's systems and available for fulfilment. It’s shocking how often stock forecasting is overlooked, resulting in a situation where all the investments are made, but the stock isn’t available.
Then comes the assembly and filling of the FSDUs. This involves our expertise in packing, filling, conducting transit testing, and quality checks. The delivery phase follows, where specifications must again be met - whether delivering to a distribution centre or directly to a store.
As a listed vendor with every major retailer in the UK, we use our own fleet to ensure that delivery is smooth and reliable. Unlike third-party agencies that may rush the process, we stay until the delivery is complete and meets all your business requirements.
Once the FSDUs arrive at the store, our retail merchandising team steps in. They leverage strong in-store relationships to ensure the FSDUs are placed in the optimal location to maximise sales potential.
Throughout this entire process, we’re continuously collecting data, providing live, mid, and closing reports, offering insights and recommendations, and managing the financial aspects. Typically, a retail brand might need to coordinate with six different companies to achieve this end-to-end process, but we streamline it all under one roof. If any part of the process fails, it can cause delays, additional costs, and a shrinking promotional window, leading to lost marketing spend and missed sales opportunities.
A: Managing and delivering these projects is challenging, but experience makes it more manageable. Achieving 99% shelf and product availability, timely project delivery, and cost efficiency are crucial to our success.
At Dee Set, we’ve accumulated extensive data through our years of experience working with both brands and retailers. Our audits reveal that when retailers handle their own promotional activities, success rates hover around 55%. In contrast, when we audit promotional spaces managed by our competitors, success rates are about 80%. However, with Dee Set’s end-to-end services, our success rate is an impressive 98%.
Our success is driven by a combination of expertise, established relationships, and effective communication. We work with over 100 retailers and 1,000 brands, constantly consulting with key stakeholders and leveraging years of experience. Critical path management is vital, not just in identifying issues but in resolving them promptly and maintaining clear communication throughout.
Promotional timelines typically span 12 to 52 weeks, but we often face shorter notice periods. Managing expectations, being transparent, and proactively addressing challenges are essential. Meeting client specifications is crucial, as failure to do so adds unnecessary costs and risks. For instance, different retailers have specific packaging and labelling requirements that must be adhered to precisely.
Our experienced team, with an average tenure of 8 years, strengthens our client relationships and enhances our service. Retail analytics, retailing technology, and real-time reporting are integral to our approach, ensuring transparency and insight throughout the process. By retaining knowledge and continuously refining our methods, we provide the tools necessary for success, ensuring that every project is executed effectively.
Be sure to check out our latest podcast episode with Lee Horton for more info: Retail Insider - Retail Behind the Scenes (youtube.com)
In the ever-evolving, unpredictable retail sector, it’s clear that retailers will continuously face the challenge of ongoing uncertainties and new developments. One thing is for certain though: Ensuring that you have a supply chain process that adapts to the market and meets customer needs will only prove successful in helping you to avoid any adverse outcomes.
These days, consumers expect so much more from retailers. From varied delivery options, and enhanced convenience and personalisation—staying agile and adapting your operations to meet these changing needs and expectations is crucial. Logistics and fulfilment have evolved beyond just packing and shipping; they now play a key role in customer satisfaction and business success.
Struggling with your current eCommerce logistics process or your warehouse fulfilment services? Partner with Dee Set and let us handle each process, enabling you to focus on other important matters like building a standout business.
Whether you need a complete end-to-end solution or help with specific challenges, we're here to assist. Get in touch today to see how we can transform your business for the better…
Be sure to check out our latest podcast episode with Lee Horton for more: Retail Insider - Retail Behind the Scenes (youtube.com)
Acosta Europe today announced its strategic acquisition of Dee Set Group, an industry-leading retail and field marketing services provider in the UK. The acquisition positions Acosta Europe as the UK's most comprehensive agency provider of multi-channel digital and physical field sales solutions to serve retailers and branded manufacturers of all sizes.
Acosta Europe will now operate two separate agency brands: Reach, which includes ShopSmart, and Dee Set, which includes Tactical Solutions. Acosta Europe is a business unit of Acosta Group, a collective of the most trusted retail, marketing and foodservice agencies that empower brands and retailers to win in the modern marketplace.
“We are bringing together two scale players in the retail and field marketing services sector to provide our clients comprehensive, flexible, and innovative solutions that meet the needs of a dynamic UK retail market,” said Ian Forshew, SVP, Group Managing Director, Acosta Europe.
The organisation’s expanded service portfolio positions it as the only UK agency to offer end-to-end scaled product, dedicated, tactical, and syndicated services with retailer accreditation across all service types. Acosta Europe’s range of services includes product consolidation, supply chain management, late-stage customisation, and in-store execution.
“We are exceptionally pleased to welcome Dee Set and its talented associates to Acosta Europe and our greater Acosta Group agency collective,” said Lisa Koth, Acosta Group Chief Strategy Officer and EVP, Acosta Europe. “The combined and expanded capabilities of these industry-leading agencies add measurable benefits to our valued UK customers and reinforce our role as the industry’s foremost global end-to-end sales and marketing agency,” she continued.
Expanded Capabilities, Increased Value
In bringing together these trusted organisations, Acosta Europe offers the critical capabilities, data and insights, and marketing solutions needed by brands and retailers for the UK’s omnichannel retail marketplace.
“Our expanded capabilities strategically position us for the future of this industry, offering a one-stop shop for every solution brands and retailers require,” said Forshew.
Organisational Overview
Dee Set and Reach will continue to operate as separate agency brands of Acosta Europe. This structure allows the organisation to maintain the strength of dedicated teams while offering the flexibility of cross-agency expertise and syndicated services.
In his newly expanded role, Forshew becomes SVP, Group Managing Director of Acosta Europe, whilst Greg Phillips continues to lead Dee Set Group as Managing Director and Reach will be led by Andy Buck, Managing Director.
Forshew will report to Koth, whose executive leadership role has expanded to include Acosta Europe in addition to her responsibilities for Acosta Group’s corporate strategy, mergers and acquisitions, and innovation.
“We are excited about the new opportunities this acquisition brings to our customers and colleagues across our expanded organisation,” said Greg Phillips, Managing Director, Dee Set.
Forshew emphasized the company’s commitment to a seamless transition over the coming weeks, adding, “We remain dedicated to providing consistent, top-tier service to our customers across our entire organisation, identifying new, innovative opportunities to drive success.”
For more information about Acosta Europe please visit www.acosta-europe.com.
If you’re looking to integrate field marketing into your brand and you’re not sure where to start, the Dee Set team is here to help.
But what is field marketing?
The field marketing definition can be tricky to tackle at first if you’re new to the world of retail marketing, which is why we’ve created this blog.
Field marketing techniques have proven themselves to be a beacon of light in this sector, especially when it comes to helping businesses to diversify themselves and stand out on the shelves, becoming a crucial strategy for modern brands to adopt.
Here at Dee Set, we don’t just talk the talk. Our team of field marketing managers is proud to specialise in innovative field marketing solutions that can help you maintain and attract customers, all while hitting your sales goals. Whether you’re looking to launch a new product, enhance brand awareness metrics, or gain deeper consumer insights, our expert team has experience designing and executing impactful field marketing campaigns tailored to our clients needs.
In this blog post, we’ll delve into the intricacies of field marketing, explore its unique advantages, and highlight its impact so you can see why it is a strategy worth giving your time, money, and attention to.
We’ll also discuss why you should trust us with your field marketing strategy - get in touch to find out more!
So, what is field marketing?
At its core, field marketing involves personalisation, customer relationship-building, and audience targeting. Field marketing typically involves direct, face-to-face interactions between brands and consumers, typically in a retail environment or at events.
Unlike traditional marketing (which often relies on broad-reaching campaigns through media), field marketing campaigns focus on creating personal connections and experiences. They include activities like product demonstrations, sampling, in-store promotions, experiential marketing, and merchandising.
It could be argued that field marketing strategies are more effective in leaving a lasting impression for shoppers, especially in comparison to more digitised approaches. This is because the consumer gets to directly interact with the product on offer and may have the opportunity to talk to a specialist about any concerns or questions they may have before finalising a sale.
Field marketing's primary goal is to engage consumers in meaningful ways, leading to increased brand awareness, loyalty, and sales. It’s about bringing the brand to life in front of the consumer, providing tangible experiences that can significantly influence purchasing decisions.
It was recently reported that 62% of shoppers purchase items on impulse when attracted to an appealing display. Adding to this, 86% of shoppers are willing to pay more for a better shopping experience. Investment into field marketing management is something that pays off and it's clear that shoppers also see the difference too!
Shockingly, it was recently reported that 67.3% of B2B marketers are unwilling to invest in field marketing because they think its success can’t be measured accurately. This could be the main reason why some brands refuse to invest in such an effective strategy - however, we’re here to disprove that myth!
In fact, the success of field marketing can be measured by analysing the following measures:
While retail marketing strategies encompass a wide range of tactics that can benefit a brand in many ways, field marketing stands out due to its emphasis on direct consumer engagement. Here are some key features and benefits that field marketing provides:
At Dee Set, we’re a leading field marketing agency in the UK. What makes us stand out from the rest of the crowd is our focus on innovation and technological advancement. Retailers and brands who trust us to deliver the services that can help propel them into the spotlight, make use of our dynamic field marketing technology which can provide fresh performance insights in an instant. We can make impact remotely, or we can send our field agents out to capture impactful photos with our powerful image recognition software.
Our image recognition capabilities and technology can be utilised to judge the status of your in-store displays and promotions, and analyse how visible your products are to shoppers, providing razor-sharp insights within seconds. Our expert team of field marketers and analysts can calculate your current engagement and reach by finding out what works and what doesn’t.
This data can then be used to improve your in-store field marketing operations and ROI in the future.
Now, more than ever, it's important for retailers and brands to develop innovative strategies to help boost their visibility and sales. We’re currently facing turbulent and competitive times in the retail sector, with shoppers now seeking value alongside price when it comes to the products they buy. Brands are also fighting to remain dominant with the growing rise of own-label products, so it seems that the battle to stay relevant whilst maintaining meaningful customer relationships is a hard feat.
However, retailers and brands who choose to invest in field marketing can take advantage of the numerous benefits that can significantly enhance brand presence and performance in the market.
Here’s how it’s done…
One of the many benefits of field marketing is that it has the potential to provide businesses with a treasure trove of data that can reveal insight into shopper behaviour. This is invaluable for retailers and brands, especially in these turbulent times, helping them to shape their future field marketing strategies. Qualitative and quantitative data can both be gained from this approach, as they will often extract valuable information from leads generated, sales figures, customer engagement levels, and even surveys.
In this era of digitalisation, we are probably more accustomed to seeing online marketing campaigns than physical strategies - digital marketing is still effective, retailers and brands need to be visible where it matters the most. According to Agile Retail, 64% of UK consumers prefer to shop on the high street instead of browsing online - this highlights the point that brands should still focus on strategies which boost their presence in person.
But how can this be achieved when thousands of brands are currently fighting for engagement? In the crowded retail market, differentiation is key. Field marketing gives brands a competitive edge by creating unique and engaging consumer experiences that stand out from traditional advertising. By creating memorable experiences, businesses can build stronger brand loyalty and encourage repeat purchases, helping brands stay ahead of their competitors.
Personalisation is a powerful tool in modern marketing that can make shoppers feel valued and can often be a deciding factor in them engaging with your brand again.
Field marketing excels in this area by delivering tailored experiences to consumers, whether through customised product demonstrations, personalised offers, or one-on-one interactions. By deepening your connection with shoppers, you’ll be enhancing the consumer experience and driving long-term loyalty.
Brand loyalty schemes can be particularly useful here, enabling you to tailor your rewards and offers to consumers, based around what they like and what they don’t like. You can collect data through your loyalty app, before using the actionable insights gained to create a personalised experience for your customers.
To truly understand the power of field marketing, let’s look at some of our most successful case studies:
Dee Set recently supported our Nectar360 partners in-store by bringing The HEINEKEN Company, PepsiCo and Kellogg Company's activations to life in-store with some eye-catching, branded showcases ahead of the Euros 2024. These displays also featured the use of some digital screens which helped to create a memorable and eye-catching experience for shoppers.
NYX, a professional makeup brand, sets a high standard for experiential retail. They create a fun and interactive environment for cosmetic enthusiasts, using various methods to engage their media-savvy customers. They frequently hold meet and greet events with influencers they partner with, also offering customers an immersive shopping experience by utilising technology like TV monitors and interactive discovery stations.
To promote their latest makeup collection which they collaborated with Love Islander Demi Jones on, Poundland combined field marketing with influencer marketing to launch a meet and greet event at their flagship store. The event enabled Demi to talk about the new collection in detail to customers, and also provided the ability to buy products at the event.
If you haven’t yet, be sure to check out our case studies to see some of our success stories in the field marketing world…
It's clear that field marketing is an essential strategy for modern businesses looking to build strong connections with their consumers. It’s a technique worth investing in that can really help to push retailers and brands into the spotlight, due to its ability to provide a memorable, personalised experience that can generate valuable insights and create a competitive edge. Because of this, we think that field marketing is indispensable in today’s retail landscape.
Creating an effective field marketing plan can take a lot of time and effort, which many businesses may struggle to find whilst other pressing business matters need attention. Don’t fret though – you can trust in Dee Set to manage the entire process for you. Using our data-led approach, we’ll help you improve the stature of your business, increasing both your ROI and the effectiveness of your marketing campaigns.
We offer a wide range of services, including merchandising, promotional compliance, fulfilment and stock management, using our dynamic tech to ramp up your strategy.
So, what are you waiting for? Explore the possibilities of field marketing with Dee Set today and discover how we can help you to thrive in the modern retail world. Get in touch and we’ll start developing a dedicated field marketing campaign today…
