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Discover how to unlock your sales potential through digital connectivity and data you already have

Author: Mark Fraser

If you’ve been keeping abreast of what we’ve been up to lately, you’ll know that in early 2019 we launched a new digital and data solutions brand called Thumbprint.

Join us as we sit down and chat with our Head of Thumbprint, and McCurrach Strategy and Marketing Director, Gordon Neil, about all things digital, data and efficient ways of selling more through smart technology.

 

What is Thumbprint?

Thumbprint is our data and technology brand which was set up to house our McCurrach Group data and digital product portfolio. We started by building products to deploy with existing clients across our field marketing teams, however we quickly realised the value in these as standalone products that every brand could get the benefit of, regardless of whether they were an existing field client or not, and so Thumbprint was born.

Our strategy for Thumbprint was there at the very outset of the creation of our first product, DART. We know that brands are sitting on mountains of data, but the value of the data lies in translating it into action and ultimately, ROI. This is a science, and it’s not always the specialty of a brand. We saw an opportunity to build products that used data to help clients make better decisions by using that data to grow sales and profit. It was also important that these products were action led, time efficient and able to be seamlessly integrated with the client’s existing systems and processes. That’s how both DART and MyStore+ came to fruition, because whilst they are very different products in different sectors, they abide by those principles.

So, why would a brand buy a digital or data product from a field marketing company?

First of all, it’s worth saying that we’re not just Field Marketing company. We’re a group of companies who have expertise across a breath of services and sectors, including consultancy services, field marketing, experiential marketing and now digital and data product innovation.

The McCurrach Group’s purpose as a sales and marketing agency is to sell more. We do this in four ways:

  • There’s Sellex, the consultancy brand in our business, who help brands solve problems and turn opportunities into profit through services like revenue management, category management or helping clients set the strategy for their business.
  • There’s the field marketing business, where we focus on optimising value at the point of purchase through services like sales execution, training and advocacy, and brand insight.
  • There’s Wave, who focus on brilliant brand experiences that sell more by tapping directly into the consumer through brand and consumer events.
  • And Thumbprint is our data and digital brand, leveraging technology to unlock a brand’s sales potential.

Thumbprint cements our commitment to digital and data innovation in the marketplace, and it doesn’t stop with the products we already have - we’re committed to releasing new products every year. Due to the breadth of our group, we have a bird’s eye view of the sales landscape through our experience of working with hundreds of brands across sectors like Consumer Electronics, Grocery, Convenience, FMCG and Financial Services. We use this knowledge to spot gaps in the market and leverage the skills of our Group to build user led, cost effective solutions which can be purchased on a standalone basis.

What’s Thumbprint's approach to building new products?

The benefit of being part of a sales and marketing group is that we can leverage our other businesses to identify opportunities in the marketplace that Thumbprint can develop, and this comes from a blend of three areas:

  • We track the direction of the market: The current direction of the sales market is focused on how you leverage data, because there’s so much of it in the marketplace right now and brands are still wrestling with how to realise the value of that data. We need to build products that do that and do that well.
  • We listen to our clients: Conversations with clients across our group often spark ideas about how we can solve the problems they have. We spot trends in these conversations – if multiple people in the market are telling us the same thing, and they don’t have a solution for it, we work out the best strategy to achieve that goal.
  • We move at pace to take advantage of opportunities: It’s important that we’re structured for success, as often we need to be able to move at speed to be opportunistic. We do this by deploying the capability and specialism we have in our group which includes everything from IT to business analysts to marketing. It also includes our broader network of partners who give us access to expertise that we don’t have in-house.

Are Thumbprint products only available to existing clients?

No. While some of our existing clients do use our Thumbprint products as an enabler for the field teams we run for them, brands do not need to be an existing client and they can absolutely purchase our Thumbprint products off the shelf as standalone products.

Currently, we have Thumbprint clients who only come to us to do activity on MyStore+ or licence DART because that’s the best solution for them, and we have other clients who pick multiple services from the group. Everything is bespoke to their needs and strategy.

What sectors does Thumbprint operate in and what does the future look like for Thumbprint?

Currently, across the Thumbprint portfolio we work with over 100 brands, and analyse over 280 million data points every day for those brands.

At the moment, the Thumbprint products are focused on retail and FMCG because it just so happens that we’ve brought our products to market in that space, but both DART and MyStore+ are applicable in other sectors. Our entire approach to building data and digital products allows us to apply products in any sector.

For example, as an EPOS analytics product, DART is adaptable to any sector where you have EPOS data. Likewise, MyStore+ is an application that works for independent retailers, so it’s also applicable in any sector where you have independent retailers or businesses, such as pharmacies, pubs, food service, independent pet stores or technology retailers.

As we develop more products we may start in another sector, it just depends on where the opportunity is. We try to identify where there is an opportunity or challenge, and where this can be scaled with pace.

The reason we started in Grocery Multiples for DART is because it is the most advanced market for data across the globe. So, we took the best of what data was available and started there, allowing us to scale it quickly.

Why did we start in convenience with MyStore+? Because there are over 40,000 retailers in that sector and we know that two things are true: retailers struggle to get advice and brands struggle to engage them, because there’s a high cost to send a field team into store and phoning them doesn’t work. Also, it’s a space we know well given that we currently work with over 20,000 convenience outlets through our field marketing business, so we saw a big opportunity for technology to make the difference retailers and brands were looking for.

In summary, at Thumbprint, we build technology that makes brands lives easier and helps them unlock their sales potential.

Big thanks to Gordon for giving up his time to answer our questions. To learn more about Thumbprint, DART and MyStore+ click here. They’re available for organisations of all sizes with a variety of budgets, so get in touch today to see how we can help.

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If you’d like to know more about how you can use our digital and data solutions to help you sell more.