We are Customer and Shopper Marketing Specialists

GHANA

CAPE TOWN

KENYA

JOHANNESBURG

In a world of constrained Customer resources and time

Retailsense enables our clients to move their Strategic agenda to Transactional

And GET IT DONE

WHAT WE DO

We use Shopper Science and Commercial Insight to turn Trade Strategy into Precision Execution

We are Customer and Shopper marketing Specialists

Our Team has

Worked in and run some of the Continent’s largest Branded Companies

Created and led some of the Continent’s most successful BTL Agencies

What we do:
our services
  • Qual; Quant; eye tracking; consumer diaries; accompanied shopping; in depth interviews; focus groups; friend triads; sales driver and touchpoint effectiveness tracking.
  • Data cleansing; analysis; rationalisation; ranging; layout; profitability per facing; planograms; positioning; testing and evaluation; commercial argument and retailer sell-in (we have worked across all major Grocers and Wholesalers; C&C and General Trade and are now producing all P&P category planograms.
  • Consumer and Shopper-driven outlet segmentation; sales force optimsation; call cycles and routing; retail execution standards; touchpoint and BTL effectiveness optimal execution matrix.
  • Insight and implication-driven strategies; by channel; segment; category and brand, factoring brand life-stage and portfolio role.

 

  • Prioritisation and customer segmentation; trade terms; customer category and brand plans; strategic reviews; 18-month cycle-planning.
  • Commercial innovation; channel and segment strategy; value chain analysis; trade presenters; distribution scale and reach; sales driver standards and tools; and KPIs.
  • RTM strategy; outlet targeting; communication and touchpoint optimization; commercial terms and sell-in; perfect store.
  • POS; 3rd party merchandising and sales force; activation; E-commerce; promotional conceptualisation; experiential.

How do we do it?
our process flow

DISCOVERY

Trade; Consumer & Shopper behaviour, using data science and behavioural economics.

INSIGHT

Turning issues and information into Insight and Implications.

PATHWAY

Implementation: Aligning insight with brand intent to determine Precision Execution Pathways.

EXECUTION

Out of Store
Digital
Activation
Field Sales

In-Store
POS & Display
Cat Dev Space Planning Promotion
Advocacy

Head Office
Trade Terms Trade, Category & Shopper strategy.

VALIDATION

Test
Prove
Play

WHO WE ARE

Richard Wells

Chairman

Richard was previously CEO of Parmalat South Africa; MD Diageo Serengeti Breweries Tanzania; Commercial Director Brandhouse (the SA Heineken / Diageo jv ) and was CEO of VF! the Retail Marketing specialist, working with multiple CPG; Liquor and Retail Companies. He is or has been a Director of a number of companies (Retail Space Planning; Devil’s Peak Brewery; Ingwe Distribution Services; Trade Capital).

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Joanne Maclennan

Head of Cat Dev

Joanne has been involved in Cat Dev and Space planning her entire career. 

She has worked for the World’s best specialist companies and works within Retailsense, currently supporting PnP on their Planograms. She has worked with most large and challenger CPG companies across Africa.

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Victor Kagema

Managing Director East Africa

Victor has worked across East Africa’s top branded companies: Diageo where he was National Trade Execution Manager; Senior Innovation Manager; and Commercial Planning & Activation (CP&A) Manager. 


Prior to that, he held sales & trade marketing positions in BAT. Most recently, Victor has been running his own consultancy agency, advising on Trade & Shopper Marketing, Innovation; RTC and Trade Effectiveness.

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Nii Anyetei Adjei

Managing Director West Africa

Nii now operates as Managing Director Retailsense West Africa.

He has worked with most of Ghana’s and Nigeria’s top Blue Chips, shaping and transforming their BTL activations most recently as Founder of Infinity Marketing; but previously as Head of Customer Marketing for Diageo’s GGBL.

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Rudy Kwete

Managing Director South Africa

Highly experienced Retail marketing expert with more than 15 years at the front end BTL execution.

Prior to Retailsense, Rudy founded and led Snapped Concepts, a BTL Agency specialising in conceptualising and executing BTL experiential, activation and brand ambassadorial campaigns.

He has been celebrated for leading a team of experts in building brands in and beyond the store.

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CONTACT US