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!
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…
These days, it is becoming increasingly harder for brands and retailers to establish a sense of trust and loyalty with their customers, whilst also retaining a decent brand reputation. Despite these challenges, gaining loyalty is vital when it comes to longevity within the retail industry. In fact, a brand or retailer can mark a significant amount of their success based on customer satisfaction and retention. It’s not all about doom and gloom – the rise in loyalty card schemes has provided brands and retailers with numerous opportunities to stay afloat in the vast sea of competitors and lucrative discounts.
Deloitte recently reported that a whopping 70% of consumers spend more and engage more with brands/retailers whose loyalty program they are a member of, compared to brands where they are not. This highlights the fact that loyalty card programs may be essential in unlocking the secrets to customer retention and loyalty. However, brands and retailers still have to ensure their offers are attractive enough and personalised enough to stop shoppers from getting a wandering eye…
But what does that mean for you?
Here at the Dee Set Group, we specialise in crafting tailored loyalty solutions that not only retain existing customers - but also attract new ones.
If you’re a retailer or an independent business that has not yet ‘reaped’ the benefits of deploying a quality loyalty card system, you’re in luck! Our experts over at Reapp can help you build a loyalty programme boosted by a treasure trove of first-party data. From loyalty stamp cards to prize draw giveaways, let us help you engage your customers by creating a clever rewards system that ensures that they remain loyal shoppers along the way.
Now, let's get to the nitty gritty and delve into the why of how loyalty programs can transform your business…
Loyalty programs are a brilliant marketing strategy that brands and retailers can adopt to encourage repeat purchases, gain valuable consumer data and maintain a relationship with their shoppers. When a shopper chooses to opt into their desired scheme, they will essentially be rewarded for their loyalty over time. It’s a clever system that aims to keep shoppers coming back for more, long into the future!
These programs typically involve accumulating points or rewards based on purchases or other desired customer behaviours. Many of these loyalty card schemes work by enabling shoppers to redeem these points for discounts, free products, exclusive offers, or other incentives, creating a mutually beneficial relationship between the business and its customers.
Some iconic loyalty card schemes that we’re sure you’re already aware of include the Morrisons More card and Sainsbury’s Nectar card, enabling customers to earn 1 point for every £1 they spend. These schemes are great and can help shoppers gain some serious savings. However, with the market being so oversaturated at the moment, it’s vital that brands and retailers focus on innovation and personalisation - two factors that will ensure they stand out from the crowd. Supporting this, Sender recently reported that ‘...after a personalised shopping experience with a brand, 60% of shoppers think they will become repeat buyers’. Additionally, 76% of shoppers said personalisation is essential in enhancing their consideration of a brand.
Two brands that have taken this approach on board are Tesco and Asda. Tesco recently unveiled its Clubcard challenges, utilising existing customer data and AI to gamify the shopping experience. Clubcard Challenges (which will see individually personalised points challenges rolled out to Clubcard holders), offers customers the opportunity to earn up to £50 in Clubcard points. Similarly, Asda’s Rewards app sets shoppers' ‘missions’ to earn cashback when they buy the products or ranges suggested in the app. Once you hit the target, you will be given a cash bonus.
It's not just the big-name retailers though - convenience stores are also seeing the benefits too! Convenience stores have the benefit of locality when it comes to their customer base, and they also possess the ability to draw in a significant amount of loyal shoppers - approximately 55% of them visit a convenience store (over a big-name retailer) to ‘top-up’ their weekly shop.
Local retail wholesaler, Booker, recently announced that it launched a trial of a Tesco Clubcard-like loyalty scheme in their Premier, Londis and Budgens stores, which has helped increase footfall in participating sites.
Additionally, Grocery delivery partner Snappy Shopper launched a loyalty rewards scheme, designed to help local shops maximise the value of every home delivery customer. This rewards system is based on the amount of orders a customer places in a calendar month - for example, if they spend £10, £25 or £50 in the month, they are entitled to specific rewards based on this number.
After many years of experience in the retail game, we’ve noticed that loyalty programs usually follow four stages. This isn’t exclusive to all loyalty schemes, but it forms a basis of the typical structure you can normally expect from such a program!
These four stages are part of the customer lifecycle, including the following steps:
In the acquisition stage, customers are enticed to join the program through attractive sign-up offers. This could be money off their next shop or the incentive of boosted points when they first make use of the scheme.
Next, the engagement phase involves keeping customers active in the program by offering personalised rewards and in-store promotions. Retailers will do this by diving into the treasure trove of data that they have gained from the shopper over time. Looking at what they usually buy, how much they spend, and how frequently they’re making use of the available discounts can make all the difference.
Following this, the conversion stage focuses on encouraging customers to redeem their accrued rewards, thereby increasing sales and fostering loyalty. This could be by sending customers coupons through the post or even by sending push notifications to their phones to remind them of their current discounts.
Finally, the retention step ensures that customers continue to choose your brand over competitors by consistently providing value through ongoing rewards and incentives. This may be the hardest stage for retailers and brands to achieve, but through innovation and sending shoppers the right discounts at the right time, it's surely possible.
The adoption of a quality loyalty card scheme could yield numerous benefits for brands and retailers, should it be enacted in the right way!
These benefits range from enhancing the customer experience all the way through to driving measurable business outcomes full of data-rich insights.
Let’s dive in and take a look…
Loyalty programs can often make customers feel valued and appreciated. Loyalty is something that has to be earned, and retailers and brands need to understand that they should be rewarding shoppers for their time and money and hopefully, their repeat business.
Because the market is so over-populated at the moment, the rise of discount stores has been welcomed with open arms. This has been heightened with the cost-of-living crisis, which has meant that shoppers are looking to keep their spend low, without sacrificing too much on the quality of their items. Supporting this, Nationwide recently reported that discount store spending has jumped 41%, as Brits are now offsetting the cost-of-living crisis by bagging bargains.
Providing shoppers with helpful discounts that they can use frequently in their shops will boost overall customer satisfaction, also improving brand/retailer perception in the long run. Personalised consumer rewards and exclusive offers tailored to the preferences of your customers not only encourage repeat purchases - they also foster a positive emotional connection with your brand.
As mentioned before, one of the significant advantages that loyalty programs possess is their ability to provide valuable actionable customer data. By tracking customer behaviours and preferences, brands and retailers can gain important insights into consumer trends, purchasing patterns, and product preferences. This data can help to refine your field marketing strategies, optimise your inventory management, and make informed business decisions.
However, businesses must be transparent about their use of customer data - especially if they’re selling that data onto other companies who may benefit from the information. Sainsbury’s got in trouble for this in 2023, so transparency is a must!
A well-executed loyalty program has the potential to drive conversions by incentivising customers to increase their spending or the frequency of purchases to earn rewards in a discreet way. This approach not only boosts sales in the short term, but also establishes long-term customer relationships that are more resistant to competitive offers. Supporting this, PYMNTS recently reported that 27% of consumers will spend more money with brands they currently hold loyalty cards with.
In conclusion, loyalty programs are a very effective marketing tool for brands and retailers to use if they’re seeking to cultivate customer loyalty and drive profitability. By failing to reward customers for their loyalty, you may be missing out on a deeper relationship with your shoppers. By creating a win/win system, you’ll make them feel valuable and you’ll also be boosting your profits in the long run!
At Dee Set, we understand the nuances of customer engagement and loyalty, offering our clients customised solutions that align with your brand's objectives, resonating with your target audience.
Now is the perfect time to get closer to your customers by building the perfect loyalty program and capturing first-party data, all at the same time. Reapp’s Retailer Rewards platform will make the whole process a walk in the park! Using Reapp Loyalty, you can collect demographic information with the use of sign-up forms that will reveal specific information about your customers, including their geolocation, product preferences, age, gender, email and more.
This treasure-trove of data will be incredibly valuable when it comes to refining your marketing strategies - setting up impressive loyalty programs with long-lasting results has never been easier!
If you’re looking to supercharge your current loyalty card scheme, you can leverage our business capabilities to create meaningful connections with your customers, drive sales growth, and differentiate your brand in the competitive marketplace.
Contact us today to explore how we can help you ‘Reapp’ the rewards of a well-executed loyalty program.
Shoplifting has always been on the radar for retailers. However, given the current climate, there has been a noticeable increase in attention towards the factors influencing the frequency of shoplifting, as well as the proactive measures retailers can implement to reduce and minimise shrinkage.
Some are even going as far to call the wave of shoplifting an epidemic: But how accurate is this?
The term shrinkage itself refers to the loss of inventory or stock due to shoplifting, employee theft, and even administrative error. Whatever the cause of these actions, it’s clear that shrinkage is on the rise. Not only does this negatively impact retailers in terms of reducing their profits and cash flow, but it can also have a detrimental effect on consumers, as prices on certain goods may have to rise as a consequence. Additionally, even grocery store employees are impacted by shrinkage, as violence and abuse against staff are both on the rise.
The Co-op recently reported 1,325 physical attacks on staff in 2023, up 34% compared with the previous year. Because of this, the former prime minister launched a retail crime crackdown, making assaulting a retail worker a standalone criminal offence.
This year it was revealed that shoplifting has increased by a massive 37%. Data from the Office for National Statistics revealed there were 402,482 shoplifting offences in England and Wales in the year up to September 2023 - the first time the number has exceeded 400,000 since records began in 2002.
To help crack down on the potential impact and likelihood of shoplifting occurring (and shrinkage in the aftermath), retailers have deployed various methods to help protect themselves, their staff, and their goods.
In this blog, we’ll discuss the benefits of preventative methods like security tagging and how retailers can address their shrinkage concerns. We chat with our Head of Customer Success, Clair Worthington, who shares her perspectives on the subject, providing us with valuable insights that create a valuable picture of what the grocery industry may look like in the future.
Did you know that by introducing security tags and labels to products, retailers can reduce theft by around 80 per cent?
As shoppers, we’re most likely to see these tags on clothing items or alcoholic beverages. However, they can also be used on mundane food products like butter and milk. Whilst their effectiveness is proven, their presence on the shop floor is also desirable for retailers and shoppers.
One benefit that security tags provide is that they still enable the shopper to interact with the product, without disturbing their shopping experience in a negative way. On the other hand, the presence of security tags also acts as a deterrent for opportunist thieves, reducing the chances of shoplifting occurring.
Following the cost-of-living crisis, many retailers have seen a rise in the theft of many ‘household-essential’ items. As a result, some stores have started to security tag baskets in an attempt to reduce the likelihood of shoppers walking out with their daily and weekly shops. This highlights one of the many ways that retailers are responding to changes or shifts in our current climate.
Ultimately, it’s not just the security tagging system that will help to reduce theft - staff will also need to be trained on procedures to find the right way to de-escalate these situations, should they occur.
A: Security tagging for retailers is crucial for several reasons. Firstly, the implementation of security tags means that we have a greater chance of preventing retail theft. Security tags are effective as they are designed to activate an alarm when shoppers go through the store's exit without paying. This is a deterrent for thieves, as it will draw attention to them and may stop them in their tracks! Retailers use tagging as one method of shrink reduction which also includes losses due to theft, as well as stock file errors and stock damage.
Studies have shown that stores with security tagging methods in place experience less shrinkage compared to those with no such measures, which shows the importance of setting up a quality system. Additionally, security tags are very effective for high-value or desirable items. Many retailers will protect items that are in this category as these are the items that would be more lucrative for shoplifters to steal.
A: In my opinion, the main causes of shrinkage in retail is down to shoplifting or theft, including employee theft. Other significant factors include stock count and stock file discrepancies, as well as product damage and spoilage due to storage errors or accidents.
The cost-of-living crisis has also been noted as a driving motivator for an increase in theft, with some individuals resorting to shoplifting due to financial pressures. Additionally, the increase in self-checkouts and scan-and-go technology available in many retailers, while convenient, has provided new opportunities for theft. The combination of these factors presents a complex challenge for retailers aiming to reduce shrinkage and maintain profitability.
Unmanned self-scanner tills and temperamental technology can be contributing factors to why opportunist shoppers may take the opportunity to leave without paying for their goods. In fact, it was recently reported that shoplifters are as much as 21 times more likely to get items past a machine than a human, making the whole ordeal seem much more accessible.
It seems though, that thanks to several technology advancements, we can expect to see a rise in retailers tackling these concerns. Many have turned to the use of AI or additional security tagging methods to help their machines determine when the customer has not paid. American-based discount department store Target were recently revealed to collaborate with technology company TruScan to deploy a new system for their self-checkouts which uses cameras and sensors to detect items that shoppers fail to scan, notifying them with audio and visual cues.
A: Security tags are an effective measure in reducing shrinkage, though their effectiveness can be influenced by several factors. The type of tag used plays a significant role, with more visible tags often resulting in greater reductions in shrinkage due to their deterrent effect on potential thieves. RFID tags are a popular form of retailing technology - they’re highly effective at triggering sensors and provide an accurate method of measuring stock within the store.
Additionally, the overall conditions within a store also contribute to the effectiveness of security tags. The response of store staff, the layout and accessibility of product displays, and customer behaviours all play crucial roles. Well-trained staff can quickly address potential thefts, while thoughtful product placement can minimise opportunities for shoplifting. Understanding and managing these factors can greatly enhance the impact of security tagging on reducing shrinkage.
A: Opportunistic theft remains a challenge for retailers. Whilst security tags are a deterrent, additional preventative measures such as surveillance cameras, image recognition technology, and anti-theft devices may be an extra essential for security.
Employee theft is another notable concern, as some colleagues may find ways to bypass security measures. Additionally, there is the problem of vandalism and product damage, where thieves attempt to remove tags, often causing harm to the merchandise. Once these products are damaged, they cannot be returned to the shop floor meaning potential losses to profit.
Ensuring the safety of both customers and employees is a critical consideration, especially due to the rise in violence and confrontation for grocery store staff. As a consequence of these challenges, retailers must continuously adapt and integrate various strategies to reduce the likelihood of them happening.
A: I expect to see a rise in the number of retailers working collaboratively with law enforcement and BID's (Business Improvement Districts) to run CCTV footage through police databases to identify and apprehend prolific offenders. In the world of retail, we have seen big corporations like Tesco utilising CCTV security checks to ensure that customers are vetted before they can enter the store.
This seems like an extreme measure but it could be a useful approach for frequently targeted stores. Similarly to this idea, retailers will also continue to work with the police force, which may show a greater presence on the shop floor. We’ve seen this with big-name retailers like John Lewis, Co-op, Tesco, Sainsbury's and Waitrose, who have invested £600k into the ‘Project Pegasus’ initiative to help crack down on shoplifting gangs.
Additionally, prioritising the safety and well-being of employees will remain a huge focus. Retail staff are facing an increase in verbal and physical abuse and as a consequence, campaigns are being launched to protect retail staff. Organisations like the Retail Trust are advocating for changes that support the safety of retail workers.
Retailers will also continue to embrace technology by integrating it into their current systems to enhance loss prevention efforts. Expect to see an increase in the use of AI, RFID, and improved surveillance in the near future.
A: One particular case study that I found interesting explores the effectiveness of security tagging in retail. Surprisingly, there has been little research conducted around this area - there has not yet been a systematic review of the effectiveness of security tags. This case study provides evidence of how security tagging reduces theft, identifies key mechanisms and conditions affecting tag effectiveness, and summarises information on implementation and the economic costs of tagging.
The study conducted a mixed-methods review, including keyword searches of both published and unpublished literature, hand searches of relevant journals, forward and backward citation searches, and consultations with four retailers.
Out of fifty studies identified, eight provided data on how well security tags work. Five of these eight studies showed that tags helped to reduce theft, but differences in tag types and results made it hard to combine the data. Tags might reduce theft by increasing risks for thieves, reducing rewards, or by making theft harder. The effectiveness of tags varied based on the type of store, staff, customers, type of tag, product, and the level of police involvement. Implementation issues mainly involved staffing and the way the tags were used.
The study shows us that using security tags in retail is complex. Different tags work in different ways depending on various factors. It's hard to say for sure how effective tags are at reducing theft, but more visible tags seem to work better than less visible ones.
A: Thanks to various new developments in the technology sector, things like AI and machine learning are set to revolutionise security tagging and shrink reduction. These technologies have the ability to take in valuable data, which can then be used to identify patterns and detect potential threats. For instance, AI can recognize unusual shopping behaviours and alert staff in real-time, while machine learning algorithms can predict and preempt potential theft scenarios based on historical data. However, it will be important to eradicate bias from these systems where possible.
It’s true that as technologies evolve, so do the associated risks. Retailers must continuously review their risk management protocols to navigate the shifting retail landscape. Retailers need to ensure that they are staying up to date with new technology and training staff to handle new types of threats - whilst also maintaining a flexible approach to security management.
A: Staff training is crucial to the effectiveness of security tagging systems, as properly trained employees will ensure the correct application and removal of security tags.
Additionally, an emphasis on awareness and an effective response to alarms and the ability to distinguish between false alarms and actual thefts is a vital skill for staff to have. Correct training also sees a reduction in human error, which can be a huge contributor to security breaches, ensuring compliance and cost savings associated with stock shortages.
The correct level of staff training also improves morale and confidence, leading to employees feeling valued in their role and empowered to be an active part of the security measures - ultimately leading to a more secure and efficient retail environment.
A: Due to the rise in shoplifting and organised retail crime, we worked with supermarket giant Asda to help them take proactive, innovative steps to help deter theft in their stores by trialling new theft-resistant fixtures called helix hooks.
To tackle this issue, a 9-week program was launched, deploying 172,600 patented Helix Hooks in high-theft areas across over 600 Asda locations around the country. Within 3 months of completing the rollout, the results were truly impressive - the addition of helix hooks cut shrinkage significantly! Asda praised the initiative, which led to further awards and recognition for this successful project.
Additionally, Dee Set has recently trialed the introduction of security net bags (with added alarm systems) to help combat the rising theft of alcoholic beverages. So far, we've rolled out security net bags in 71 store locations. This effort, spanning more than 3100 hours of planned work (with expectations of increased hours due to heightened shop floor activity), is scheduled to continue over a 12-week period, extending through to week 32.
The primary motivation behind this trial stems from the need to combat high shrinkage rates in this selection of stores. By trailing these security measures, we aim to assess their effectiveness, potentially implementing them across all store locations. Each week, dedicated teams of 5-10 merchandisers have meticulously carried out the installation with careful planning, ensuring efficient deployment across chosen regions.
Our teams currently plan visits to one store per region weekly, allocating resources based on the availability of net bags. At each location, a thorough process unfolds over a minimum of three days: Removing existing security tags, securely placing items like sprints and high-value champagne into the newly introduced net bags, and replacing outdated UFO tags.
Overall, it's clear that security tagging is a crucial method in the fight to combat shoplifting and reduce shrinkage. The effectiveness of security tags can also be enhanced by emerging technologies to provide a strong deterrent and accurate inventory tracking. However, their effectiveness relies on well-trained staff and robust risk management strategies. By combining our advanced technology solutions with skilled personnel, retailers can significantly reduce shrinkage and ensure a safer shopping experience for all.
As time progresses, we look forward to seeing how security tags will evolve and we hope that factors like the cost-of-living crisis, which may arguably make shoplifting seem like the only viable option for vulnerable shoppers, reduce significantly.
Unfortunately, it appears as though the issue of shrinkage may stick around for a while. Luckily for you, you don’t have to tackle one of retail’s biggest problems alone. If you’re concerned about the impact that shrinkage is having on your business or you’re looking to improve your security protocols, we should be able to help! Our team of retail experts are experienced in the handling and setup of security tags. Let us help keep your products safe from theft so that you can focus on other pressing matters - get in touch to see how Dee Set can help you!
