The SeeGap Blog
Notes on retail trial, attribution and honest proof
Playbooks and thinking on how FMCG brands can turn marketing into verified in-store sales.
Articles
Cashback vs Discount: Which Protects Brand Price?
Cashback vs discount for FMCG brands: how each one affects shelf price, margin and shopper behaviour, and which protects your brand.
Sales Uplift Formula + Free Uplift Calculator
The sales uplift formula, worked examples, and a free promotion uplift calculator — so you can separate real uplift from noise.
Trade Promotions vs Consumer Promotions: What Works
Trade promotions pay the retailer; consumer promotions pay the shopper. Here is what each actually produces for an FMCG brand, and how to prove it.
What Is Trade Marketing in FMCG? Guide & Examples
What trade marketing is in FMCG, how it differs from shopper marketing, and the examples and metrics that show whether it is working.
Trade Spend ROI: How to Measure and Optimise It
How to calculate trade spend ROI, why sell-out data keeps it invisible, and how receipt-verified proof closes the gap.
Shopper Marketing: Strategy, Examples & Measurement
A practical guide to shopper marketing for FMCG brands: strategy, in-store examples, and how to measure what actually sold.
FMCG Advertising That Shows Up in Sales Data
FMCG advertising is easy to run and hard to prove. Here is how brands connect media spend to in-store sales data.
FMCG Marketing in Ireland: A Strategy Guide
How FMCG brands in Ireland drive and prove in-store sales: strategy, KPIs and the mechanics that turn marketing spend into measured shelf sales.
FMCG Product Launch Marketing Plan Template (Free)
A free FMCG product launch marketing plan template: the six steps from distribution to measurement, with receipt-verified trial built in.
Household Penetration: What It Is & How to Grow It
What household penetration is, why it drives FMCG growth more than loyalty, and how to grow and measure it without retailer data.
Impactful Cashback Use Cases
Most brands think of cashback as a launch tool. Here are five distinct commercial uses and what each one produces.
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.