Insight
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.
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
Use Cases
Receipt-Verified Cashback Is Not a One-Trick Mechanic
Most brands think of cashback as a launch tool. Here are five distinct commercial uses and what each one produces.
Trade Spend
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.
Consumer Insight
The Insight Your Research Panel Cannot Give You
Most market research in FMCG uses respondents who are not confirmed buyers. Here is what changes when the survey starts with a receipt.
First-Party Data
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.
Retail Trial
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.
Attribution
You Can Track the Click. Can You Track the Sale?
Paid social tells you what your ad cost. It cannot tell you if anyone bought the product.
Sampling
Product Sampling at Events Works. But Can You Prove It Drove a Single Sale?
Event sampling builds awareness but rarely produces verified sales data, consumer identity, or attribution.
Attribution
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.
Growth
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.
See your next campaign come back as receipts
Bring a product and a channel you already run. We will show you how the verified sales come back.