M&C Saatchi launches shopper unit

M&C Saatchi Shop, the new marketing to shopper business, has launched with two founding clients.

Michelle Whelan: managing director of M&C Saatchi Shop
Michelle Whelan: managing director of M&C Saatchi Shop

The clients, Jacobs Douwe Egberts and Pernod Ricard, have appointed M&C Saatchi Shop to focus on marketing to its customers at the point-of-purchase.

The former Arc managing partner, Michelle Whelan, was appointed in March as the managing director of new M&C Saatchi Shop, which offers shopper-first solutions to help clients compete more effectively in the retail landscape.

Whelan said: "We now live in a world where people can shop everything as well as everywhere. To win in this environment, brands need to work hard to be as easy, interesting and rewarding to shop as possible.

"Our name is brutally simple, and so is our mission – to make every brand we work with the most shoppable in its category".

M&C Saatchi Shop has developed a new audit tool that identifies factors that have the greatest influence on shoppers within a category. This tool then ranks individual brands within that category by how well they are performing against shoppers’ needs.

Lisa Thomas, the group chief executive of M&C Saatchi, said: "This is the ideal time to add a commercially rigorous retail and shopper specialism to our offering. It’s a challenging world out there, but also one that’s full of new opportunities. 

"Given her deep understanding of how the modern shopper moves seamlessly between physical, digital and social channels, Michelle is the perfect person to help our clients seize those opportunities".