The SeeGap Blog
Practical writing for FMCG and consumer brands on receipt-verified cashback, the retail attribution gap, first-party data, and household penetration.
Articles
Impactful Cashback Use Cases
Most brands think of cashback as a launch tool. Here are five distinct commercial uses and what each one produces.
What Kantar and Google's 2026 Effectiveness Report Means for Consumer Brands
71.7% of marketers let ease of measurement drive their budget. What the new Marketing Week, Kantar and Google report means for FMCG brands.
Why household penetration beats loyalty for FMCG brands
Loyalty schemes reward the people already buying. Penetration is where category growth actually comes from, in plain terms.
The retail attribution gap, and how to close it
Most brands see platform metrics but not which campaign produced a sale at the shelf. Why that happens, and what closes the gap.
What DTC brands lose (and need) when they move into retail
Moving into grocery means giving up the customer data DTC brands take for granted. What disappears, and how to get it back.
How to Upgrade Sampling at Events
Event sampling builds awareness but rarely produces verified sales data, consumer identity, or attribution.
You Can Track Impressions. Can You Track the Sales?
Paid social tells you what your ad cost. It cannot tell you if anyone bought the product.
How to Drive In-Store Purchases and Know Which Campaign Sent Them
Most in-store marketing produces platform metrics, not verified purchase records. Here is how to fix that.
What's Actually in a Receipt
Retailers have always had this data. Brands selling through retail typically have not. Here is what a verified receipt contains.
Capturing Verified Insights from Retail Customers
Most market research in FMCG uses respondents who are not confirmed buyers. Here is what changes when the survey starts with a receipt.
Trade Spend Tells You What Sold. It Never Tells You Who Bought.
Brands allocate 15 to 25% of revenue to trade and almost never learn who those promotions brought into store.
Ready to win new customers?
Bring a product and a channel you already run. We will show you how the verified sales come back.