consumer goods.the sale happens on the shelf, and there's no pixel there.
Brands competing for attention every day and bought offline. Everything in marketing can be measured except the one thing that matters.
the category problem
In consumer goods conversion happens somewhere with no tracking: a supermarket, a corner shop, a pharmacy. The funnel cuts off right before the end and there's no honest way to close it with digital data.
That pushes toward two opposite mistakes. One is measuring what you can — clicks, reach — and presenting it as if it were sales. The other is giving up and measuring nothing. The way out is neither: define which intermediate signal predicts sales in this category, and hold it over time.
what we do here
Sustained volume, month after month
Content calendars that don't depend on one big campaign a year. The category demands continuous presence, and that's a process problem before it's a creative one.
Moderation every day
FMCG brands get product questions, complaints and availability queries constantly. They're answered against the brand's own rules, with handoff to a human by topic.
One system, several markets
The same brand in two countries isn't the same brand: weighted products, seasonal moments and sometimes the product name itself change.
Measurement without online sales
Defining what counts as progress — micro-conversion, qualified enquiry, store locator search — before starting, not when presenting the report.
questions we get
How do you measure without e-commerce?
You pick an intermediate signal and hold it: product enquiries, where-to-buy searches, promotion redemption, qualified community growth. What matters is fixing it up front and not switching every time a month comes in weak.
Is paid media worth it in this category?
Yes, with correct expectations: paid in FMCG works on recall and mental availability, not immediate conversion. Presenting it as direct performance is where trust breaks.
and what solves it
The vertical explains the problem; the services explain the work. They can be hired separately or run together.
see the six services →the other industries
retail and shopping centers
A shopping center doesn't sell online: it sells visits. All the digital work exists so somebody decides to go on a Saturday.
see the industry → 03b2b telecom
Carriers, wholesale and operators. A small, highly informed audience that can tell within two lines whether the writer understands the business.
see the industry → 04finance and asset management
Asset managers and financial services, where the intermediary is the real audience and every product claim carries consequences.
see the industry →