Ogilvy Takes the Last Mile to Dubai

WPP-owned global ad agency Ogilvy and Mather has introduced its consumer behaviour analytics tool - The Last Mile - in the United Arab Emirates, through the launch of its OgilvyAction subsidiary in Dubai.

The tool analyses consumer behaviour in the moments prior to making a purchase, and is designed to help companies drive sales and brand equity by understanding the buying patterns of their customers.

Memac Ogilvy and Mather regional CEO Edmond Moutran explains that the product's name refers to the distance a consumer travels between an attitude and an action. 'It's all about the big brand idea that is communicated to consumers at various touch-points, to steer consumer behaviour along the path to purchase. Whether it's sampling, point-of-sale material, retail merchandising or experiential marketing.' Moutran says studies have shown that between 40% and 70% of purchase decisions are made in-store and that the tool enables marketers to reach consumers at key moments to influence their decisions at the point of purchase.

The Last Mile comprises two analytics tools- MarketAnalytics and ShopperAnalytics - which measure clarity, quality, distribution and trade compliance of in-store communication; and report at various segments all the way down to the individual retail outlet. The firm's nine staff are using it to examine consumer spending behaviour across the Saudi Arabian, Kuwaiti and UAE markets, and Moutran said that results from this research should be available in about eight weeks. He expects the number of employees in the UAE to grow to 20 by April.

OgilvyAction offers a wide spectrum of services including shopper and trade marketing, experiential marketing, digital, retail design and sports and entertainment sponsorship. The division is online at www.ogilvyaction.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.