Making retail brighter: Sense launches new Retail Marketing Division with key senior hires.
We have just launched a new shopper marketing division!
Ex-Commercial Director of Sainsbury’s Paul Mills-Hicks has joined us as Chairman and James Willoughby as Head of Shopper. Paul was formerly responsible for all Sainsbury supplier marketing, and James’ background includes overseeing all shopper work for multiple blue chip FMCG brands.
Their expertise includes last mile execution, across, but not limited to disciplines such as:
- Prize Promotions
- Brand Partnerships
- Shopper Toolkits
- Retailer Overlays
- Category Strategy
And their proposition of “Making Retail Fail a thing of the past” is built on some key shopper marketing learnings and methodologies, such as:
1. Promotional activation – proprietary research uncovering the psychological tipping points of prize promotions – fundamental behavioural insights allowing brands to maximise ROI, through rebalancing budget allocated to prizes vs supporting media.
2. Shopper comms – methodologies informing messaging hierarchies, based on known barriers and triggers at different points of the path to purchase (proven to achieve +30% sales uplift). Specific findings relevant to NPD launches.
3. Retailer media – research revealing the ROI that can be typically expected from investing in a range of retailer media touchpoints.