Supermarket and grocery marketing
Basket size and trip frequency are the numbers, and the promotional cycle is the calendar everything else has to fit inside.
Where the money moves.
The promotional cycle runs the year and nothing marketing does sits outside it. Specials are locked weeks ahead with suppliers, the catalogue drops on a fixed day, and the half price cycle shapes what shoppers believe about your prices long before any brand message reaches them. Price perception is built by the twenty lines a household checks, not by the average of the shelf. Communications are planned around that cycle, so the promoted lines carry the trip and the rest of the basket carries the margin.
Loyalty data is the one advantage a grocery business holds over a price comparison. Basket composition shows which shoppers buy fresh and which buy only promoted centre aisle, which households have stopped visiting, and which offer moves a category without training everybody to wait for a discount. Segmented offers built on that data lift basket size and trip frequency together. Broadcast discounting lifts volume and cuts margin, and the difference between the two turns up on the margin line.
Supplier funded activity is a large share of the budget and the least well executed part of most calendars. A brand pays for a gondola end, a catalogue page or an in-store demonstration, then receives a photograph and an invoice. Build the acquittal into the plan instead: dated evidence of execution, scan performance on the funded lines through the promotion window, and a report a national account manager can carry into their own review. Better reporting is how funding grows.
Catchments differ more in grocery than in almost any other retail. One store trades on a Ramadan calendar, the next on Lunar New Year, the next on a Friday commuter rush and a Sunday roast. Ranging already reflects that and the communications should follow, down to which language a store's local campaign runs in. Everything shipped carries its compliance behind it: unit pricing displayed correctly, health and nutrition claims matching the approved label, alcohol activity inside its own rules.
What we run.
Promotional cycle production
Catalogue, digital, email, social and in-store messaging produced against the locked promotional calendar with the same lines and the same prices everywhere. A mismatch between a catalogue page and a shelf ticket costs trust, so the artwork chain has one source.
Loyalty segmentation and offers
Offers built from basket data rather than from a category manager's instinct. Lapsed shoppers, fresh buyers, promotion-only households and high value regulars each receive different economics, and results are read on basket size and trip frequency.
Supplier funded campaigns
Brand funded activity planned with the acquittal built in. Dated proof of execution, performance on the funded lines through the promotion window, and a report the supplier can use internally, which is usually what decides next year's funding level.
Fresh department content
Butcher, deli, bakery and produce photographed and written properly, because fresh is why a shopper picks one store when packaged prices are matched anyway. Produced weekly in your stores rather than bought from a stock library.
Store catchment and cultural calendar
Campaigns aligned to each store's community and trading pattern, covering Ramadan, Lunar New Year, Easter, Christmas and school holidays, in the languages that catchment reads, with ranging and stock depth flagged before anything runs.
Questions we get asked.
The catalogue stays. What changes is everything around it: the same offers reaching shoppers who no longer read a printed catalogue, segmented versions for loyalty members, store level digital activity in the catchments where a lift is available, and reporting that ties a promotion week to basket size rather than to distribution volume.
We work inside your systems, on your platform, under your privacy policy and your consent records. Segments are built and activated in your environment, and where a channel needs audience matching it happens with hashed identifiers under your account. No customer file is exported into an agency system, which is where the exposure usually starts.
Yes, with your national account team leading the commercial conversation. We handle planning, production, evidence of execution and the reporting pack, so funded activity is delivered as agreed and can be shown to have been. Suppliers renew where execution is provable, which is where a great deal of trade spend quietly falls down.
We do, before anything ships. Unit pricing displayed as the code requires, promotional pricing that matches the ticketed shelf price, health and nutrition claims that match the approved label, and alcohol activity kept inside its own placement and content rules. Where a claim cannot be supported by the product specification, it is cut rather than softened.
Also in retail and ecommerce
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9 services under one team, run against the numbers your business already reports on.
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