Launch of 'The Last Mile' will help local brands boost market share
Companies in the Middle East wanting to better understand the buying patterns of their customers can now take advantage of a new analytics tool specially designed for the job. Called the Last Mile, this trademarked offering of OgilvyAction is designed to help companies drive sales and brand equity and is available for the first time in the region.
The Last Mile refers to the "path along the decision to purchase" or "the distance a consumer travels between an attitude and an action," explained senior executives of OgilvyAction at the company's official launch yesterday. "It is all about the big brand idea that is communicated to consumers at various touch-points to steer consumer behavior along the path to purchase. Whether it's sampling, point-of-sale material, retail merchandising or experiential marketing, they said. Statistics show that between 40 and 70 per cent of purchase decisions are made in store.
The executives said their approach was to "develop communications which ensures that their clients' brands are the ones chosen by shoppers, whether the purchase decision takes place in the street, at events, on-line or in store". The aim is to encourage consumers to switch brands, thereby increasing its share of the brand spend, rather than to encourage them to spend more, explained the CEO of the EMEA region, Steve Harding.
The two analytics tools that are available - MarketAnalytics and ShopperAnalytics - are proprietary planning tools. These enable the measurement of not only the impact of messaging, such as clarity, quality, distribution and trade compliance of in-store communication, but also allows the importance of the various touch-points along the final path to purchase," Harding explained. These tools allow reporting at various segments (channel, region, retail group, salesman or distributor territory) all the way down to the individual outlet.
Dubai is the location for OgilvyAction's first office in the region and it aims to grow across 10 markets in the next three years, founder and CEO of Memac Ogilvy, Edmond Moutran said. "We see a big need for these specialised services and experts in consumer behaviour and activation," he said, adding that the market was "starving for expertise," in this area.
The company has had nine people working in the region for the past nine months, researching the Saudi Arabian, Kuwaiti and UAE markets to ensure it has a thorough understanding of consumers' spending behaviour. The results from this research should be available in about eight weeks, said Moutran, and will provide "information that retailers and brand owners won't have." He expects the number of employees in the UAE to grow to 20 by April 2008. Source
The Last Mile refers to the "path along the decision to purchase" or "the distance a consumer travels between an attitude and an action," explained senior executives of OgilvyAction at the company's official launch yesterday. "It is all about the big brand idea that is communicated to consumers at various touch-points to steer consumer behavior along the path to purchase. Whether it's sampling, point-of-sale material, retail merchandising or experiential marketing, they said. Statistics show that between 40 and 70 per cent of purchase decisions are made in store.
The executives said their approach was to "develop communications which ensures that their clients' brands are the ones chosen by shoppers, whether the purchase decision takes place in the street, at events, on-line or in store". The aim is to encourage consumers to switch brands, thereby increasing its share of the brand spend, rather than to encourage them to spend more, explained the CEO of the EMEA region, Steve Harding.
The two analytics tools that are available - MarketAnalytics and ShopperAnalytics - are proprietary planning tools. These enable the measurement of not only the impact of messaging, such as clarity, quality, distribution and trade compliance of in-store communication, but also allows the importance of the various touch-points along the final path to purchase," Harding explained. These tools allow reporting at various segments (channel, region, retail group, salesman or distributor territory) all the way down to the individual outlet.
Dubai is the location for OgilvyAction's first office in the region and it aims to grow across 10 markets in the next three years, founder and CEO of Memac Ogilvy, Edmond Moutran said. "We see a big need for these specialised services and experts in consumer behaviour and activation," he said, adding that the market was "starving for expertise," in this area.
The company has had nine people working in the region for the past nine months, researching the Saudi Arabian, Kuwaiti and UAE markets to ensure it has a thorough understanding of consumers' spending behaviour. The results from this research should be available in about eight weeks, said Moutran, and will provide "information that retailers and brand owners won't have." He expects the number of employees in the UAE to grow to 20 by April 2008. Source
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