Dan Hirons’ Post

I'm excited to share that I've just completed the Tesco Retail Media Certification! This journey has been an eye-opener into the dynamic world of Retail Media and Shopper Insights. A massive shoutout to my manager, Catalina Isaza, for sparking the idea and encouraging me to dive into this certification. Your guidance and support made all the difference—thank you! Retail Media is all about connecting with shoppers in meaningful ways, using retailer-owned channels and data to deliver the right message at the right time to the right customer. With the industry expected to see a 20% year-on-year growth until 2027, it’s an incredibly exciting space to be in right now. Here’s a quick snapshot of what I’ve learned: 🔍 Retail Media spans both offline and online channels, from point-of-sale and direct mail to sponsored media and display banners on eCommerce sites. 🛒 Understanding the shopper journey is crucial—whether they’re in the awareness, consideration, or purchase phase, there’s a Retail Media solution to reach them effectively. 📈 Metrics like conversion rates, click-through rates, and return on ad spend are key to measuring success, making it a data-driven marketer's playground. ✨ The benefits of Retail Media are immense: full-funnel media solutions, powered by first-party data, and closed-loop measurement to ensure you’re hitting the mark. For anyone passionate about Retail Media and Shopper Insights, I highly recommend pursuing this certification. It's an opportunity to deepen your understanding, refine your strategies, and make a real impact in your work. Plus, it’s an exciting way to stay ahead in an industry that’s rapidly evolving. Thanks again to Cata for the inspiration and support—let’s keep pushing boundaries and leading the way in Retail Media! #RetailMedia #ShopperInsights #ContinuousLearning #TescoRetailMediaCertified #dunnhumby

After 1 amazing year in Sainsbury’s, I wanted to reflect on my Five Biggest Learnings 💪🏻The Hard Work Begins ONCE You Hit The Shelves I thought the constant stalking of the buyer was the hard bit… wow, I was naive.. The true challenge lies in maintaining momentum and visibility once your product is on the shelf. 🍯Shelf Positioning is Crucial - Eye-level always 👀 On a personal note, being 5 ft, I can’t reach the shelf, it’s also a challenge for compliance checks! 🏅Analyze Your Best and Worst Stores Visit both your top-performing and underperforming locations to understand what makes them successful or not. Engaging with store managers can provide valuable insights. Thank you, Robert Cooper for this great advice! 👯Know Your Customer Understanding your target audience is essential. We cater to ‘the foodies’, and I owe a big thanks to Future Brands for the incredible data they provide to help us understand our Penrhos customers better. 🍯Collaborate with Fellow Brands Building relationships with other brands who share the shelves with you is the BEST! Collaborate on social media and newsletters for effective, low-cost marketing strategies. Lastly, enjoy it! ❤️ It took over five years of hard work to get Penrhos on those shelves, I still get a little squeal of excitement every time I see Penrhos in a Sainsbury’s store 🧡

We’re back from the IPA (Institute of Practitioners in Advertising) Effectiveness Conference (where we picked up a Silver award for our Concierge Carwash work). We were also fortunate enough to be invited to share the stage with Mondelez’s Emma Jayne Paxton to discuss "The next quarter vs the next generation. How two very different advertisers go shorter, go longer...and in between."   Read Angela Smith’s take on the event, and how the ability to distil a strategy into its simplest form is a powerful growth acceleration advantage. And how AFFINITY Group’s and Cadbury’s case studies serve as a reminder that a deep understanding of consumer behaviour can yield impressive outcomes.   Read more in the comments below.   #IPAEffectivenessAwards #GrowthAccelerator #PotentialRealised 

My former employer, Tesco, has just announced a strong set of first-half results, reporting a 16% increase in profitability, exceeding expectations. Globally, retailers who have fully embraced personalised offers are experiencing increased profitability, even in challenging market conditions, by moving away from wasteful mass-market promotions. According to Boston Consulting Group (BCG), redirecting just 25% of mass promotion spending to personalised offers can boost return on investment (ROI) by up to 200%. In its results, Tesco highlighted the success of Clubcard Challenges, EagleAI's gamified and personalised mass-market proposition, which typically achieves 5-10 times greater participation than traditional coupons. FMCG brands also love challenge offers because they only reward incremental spending, creating a new retail media opportunity. If you're interested in learning more about how EagleAI supports leading retailers like Tesco to deliver highly personalised and profitable campaigns at scale, please get in touch.

The WCR analyses the most awarded work, reviewing 7,091 People, 2,670 Companies, and 2,263 Campaigns from 74 Countries and 22 award shows. Want to raise your ranks? The deadline is coming soon. You have just one week left to enter The Drum Awards for marketing for a chance to boost your ratings for next year. https://lnkd.in/gGm4UfE 🏆 Mondelēz International's OREO campaign, "OreoCodes", with the support of VML COMMERCE, won The Drum Awards Digital Industries Awards for Consumer Goods, and went on to be recognized in the WCR as: The World's Most Awarded Advertiser: #3 The World’s Most Awarded Campaigns: #12 The Most Awarded Campaigns in the Food and Beverage Sector #6 Most Awarded Agencies in the US #8 #awardwinnningwork #marketingawards #worldcreativerankings

Retail Media Monthly: UK Supermarkets Spotlight The UK retail media landscape is on an island all it's own. Continuing it's fourteen-month trend, TESCO topped all UK supermarkets in retail media impressions for September, diversifying their channel mix across seven digital touchpoints. Top advertisers included Carlsberg Group with 9M impressions, Kellogg Company (8M) and PepsiCo (5M). Want more UK supermarket #RetailMedia insights, including a look at the strategies for the number two and three stores, Sainsbury's and Waitrose & Partners? Check out our blog here: https://bit.ly/3CGB3Ws #RetailMediaInsights #CompetitiveInsights #UKSupermarkets #UKRetailMedia #RetailMediaImpressions

🌱 Consumer demand is shifting! Health-conscious and convenience-driven choices are redefining FMCG strategies. 💡At Frontlyne, we believe that understanding these trends is crucial for retail frontline teams. Equipping your workforce with the right skills and knowledge through an effective LMS ensures they’re prepared to deliver exceptional experiences aligned with evolving consumer expectations. Check out this post to discover some must-have courses your retail teams can take to adapt to these trends and incorporate them into their upselling strategies. #RetailTrends #FrontlineLearning #FMCGInnovation #HealthAndConvenience #FutureOfRetail

Chapter#3 Market Enthusiast Diary: Insights from McDonald's Pre-Summer Promotion Last weekend, the weather was pleasant, and it was an ideal time to explore how businesses attract customers. During my visit, I noticed McDonald's was particularly successful in drawing a crowd, attracted to a well-timed and appealing promotional offer. Findings: 1. High Customer Traffic McDonald's had significantly more customers compared to other fast-food outlets like KFC and Taco Bell. This suggests the effectiveness of their promotional strategy. 2. Promotional Offer The offer, "Three items for Three pounds," ran from mid-May to mid-June. This timing coincides with the start of summer and school holidays, ensuring a high footfall of families and students. 3. Value Proposition The deal included popular items such as cheeseburgers, hamburgers, apple pies, small desserts, and nuggets. For three pounds, customers received good quality and decent portions, making it a cost-effective choice during this period. 4. Advertising Strategy The advertisements were vibrant and strategically placed throughout High Street. The use of bright colors and eye-catching designs successfully attracted the attention of passersby. 5. Market Opportunity One potential improvement could be the addition of a juice option to the offer. Given the summer season, a refreshing drink would complement the meal and enhance customer satisfaction. This case study highlights how a well-timed and well-executed promotion can significantly boost customer traffic and sales. McDonald's 's effective use of seasonal timing, value offerings, and strategic advertising serves as a valuable lesson for marketers aiming to maximize their reach during peak time. #Marketing #ConsumerInsights #UK #McDonalds #Promotions #SummerMarketing #MarketResearch #CareerOpportunities

Retail Media Monthly: UK Supermarkets Spotlight The UK retail media landscape is on an island all it's own. Continuing it's fourteen-month trend, TESCO topped all UK supermarkets in retail media impressions for September, diversifying their channel mix across seven digital touchpoints. Top advertisers included Carlsberg Group with 9M impressions, Kellogg Company (8M) and PepsiCo (5M). Want more UK supermarket #RetailMedia insights, including a look at the strategies for the number two and three stores, Sainsbury's and Waitrose & Partners? Check out our blog here: https://ow.ly/qgBA30sIcbr #RetailMediaInsights #CompetitiveInsights #UKSupermarkets #UKRetailMedia #RetailMediaImpressions

Embrace the spirit of smart shopping with insights from Tesco's Better Basket campaign. 🛒 Uncover the standout search terms, the hottest-selling categories, and the impressive outcomes from the campaign. Check out our highlights in more detail now. Get in touch with our team to amplify your brand for our next seasonal moment, Summer 2024. Let's optimise your presence and drive success!🌞 #retailmedia #customerinsights