May 4th 2022

Dee Set Group launch retail tech brand, Reapp


Self-funded business invests £17m to disrupt the retail market with tech innovation.

A new retail technology solution called Reapp launches this week, aiming to digitally disrupt the grocery retail market, helping both retailers and brands alike grow revenues. The tech has been developed by Dee Set Group which has invested £10m of profits in the last five years, with a further £7m investment planned by 2025.

Dee Set Group is a retail solutions business, working with some of the UK’s biggest retailers and brands across merchandising, fulfilment and big data analysis. In launching Reapp it aims to become the industry leader in data and technology.

Reapp is a world-class suite of bespoke software apps that help brands and retailers sell more. It gathers data from a wide-range of sources – AI technology then simplifies that data into decisive sales actions at shelf-edge, via an intuitive real-time dashboard.

The suite of apps include Reapp Analytics, Rewards and Performance, and are designed to make sense of the multitude of data available to brands and retailers, including EPoS, demographics, Omnichannel & Shopper marketing.

Dee Set’s CEO, Greg Phillips said: “In the competitive world of retail, knowledge is power. Truly understanding how stores and brands are performing both in-store and online can make all the difference to FMCG success.

“Ensuring stock levels are maintained and that products are at easy reach is a basic consideration for any brand or retailer aiming to retain customer loyalty and boost sales potential. Yet, with supply chain disruption and labour shortages plaguing the sector, this is more challenging to achieve than ever.

“That’s why we developed Reapp. It has the ability to distil complex data into simple, actionable insights for brands and retailers, at scale and speed. We believe it’s a game-changer for the industry.”

The innovative technology brand applies a mobile-first strategy, uses AI, computer vision, bespoke algorithms, and over 3 billion data units, all within a Microsoft Azure and Snowflake cloud data environment.

Constantly updating data not only influences at fixture, but the decision process across promotional activity, NPD performance and stock availability at depot & store level.

Greg continued: “The bespoke nature of Reapp has made AI and ML accessible to all areas of a retail business and ensures brands and retailers are always one step ahead.”

Dee Set complements this new tech brand with the largest field sales team in the UK, employing over 4,000 people across the entire business able to act rapidly to implement on shelf changes on behalf of clients. Such is the company’s reach that it has a retail marketing specialist based within ten miles of 97% of UK retail stores.

Greg added: “The launch of Reapp is a crucial step in bolstering our strategy to become the market leaders in people and tech. Our focus now is to take the tech brand into new categories and global markets.”

Brands such as Kellogg’s have trialled the software for 18 months and have seen their ROI ahead of target across the Field Force.

Charlie Foster, Head of UK Field Sales at Kellogg’s said: “The agile, professional and ‘can-do’ attitude of the teams we work with, alongside the tech capabilities and a real desire to grow, speaks volumes.”

Dee Set Group clients include Sainsbury’s, Co-op, Morrisons, Asda, Kellogg’s, Coca Cola, Unilever, and Arla Foods.

May 4th


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