HOOP works with brands across sales, merchandising, activation, and logistics, and according to Director Gavin Nixon, the key to bringing the services together is two-fold.
The first part includes great planning with the brand owner, carried out by the experienced client services team. Once they have all the information, the client service manager brings together all stakeholders within HOOP to ensure the parts needed for a seamless execution are in place.
The second part involves advanced technology that integrates various services, providing the client service manager with a full view of individual in-store execution as it's happening and also providing the brand owner with a full view.
Nixon said that since shoppers are exposed to hundreds of products in a single trip, standout activations must use bold colour, clean design, and clear brand cues that are instantly recognisable from a distance.
At the same time, well‑designed POS, off‑location displays, and uncluttered messaging help the activation cut through.
Strategic placement in high‑traffic zones is also critical to increasing visibility, and HOOP can help brand owners by using data to conduct a detailed post-analysis of the promotion's success, enabling optimal placement for the future.
He also highlighted that a major common issue has been brand owners trying to bring several parts together. i.e., design, print, and logistics across multiple companies, and if any of those parts break down, it can severely hamper execution efforts.
HOOP can also help to overcome this, given its recent partnership with design and print partners, so that once those elements are completed, HOOP can take control of the logistics to get the activation POS to the store on time.
Looking ahead, Nixon has observed that FMCG brands have been fundamentally rethinking how they approach in‑store marketing, shifting from broad, one‑size‑fits‑all activities to more targeted, data‑led and execution‑focused activation models.
Several key trends stand out, with a stronger focus on execution quality rather than just activation volume.
Brands have become more selective about where and when they activate, prioritising fewer but better‑executed activations. With increasing store clutter and tighter retailer controls, success is now defined by flawless build, stock availability, ticketing accuracy and ongoing maintenance, not just securing a display on paper. Consistent execution and compliance reporting are now seen as non‑negotiable.
In‑store marketing has also become increasingly guided by real‑time field data rather than assumptions. Brands want visibility on what actually happens in store, from share of shelf, planogram compliance, ranging gaps and execution quality, and have been using this insight to target high‑opportunity stores and optimise future activations.
Nixon added that there has been a clear move away from fixed, blanket service models toward flexible, activity‑based activation. Brands want the ability to scale support up around NPD launches, seasonal peaks and major promotions, and then scale back during quieter periods. This smarter allocation of resources can improve ROI while maintaining a strong in‑store presence where it matters most.
Additionally, changes in retailer commercial structures, particularly within Foodstuffs, have driven brands to adapt their activation approach. With more decisions made centrally and less flexibility at the store level, brands focus on compliance with agreed displays, accurate execution of compulsory activity, and using field teams to influence discretionary outcomes where possible.
Plus, instead of treating merchandising and activation as separate functions, brands expect fully integrated solutions which can reduce friction, improve speed to market, and ensure activations deliver both impact and consistency.
Finally, brands demand greater transparency and accountability from in‑store activity. Photo compliance, live dashboards and post‑activation insights have become standard requirements.
“The mindset has shifted from 'we activated' to 'we can prove what was executed and what it delivered,' which is raising expectations across the entire activation ecosystem.”
More about HOOP in the latest issue here
