Euro RSCG Launches Shopper Insight Arm

Havas-owned ad agency group Euro RSCG has launched a practice to help clients understand shopper behavior, and develop brand messages from this information.

The new Singapore-based shop@euro unit specializes in uncovering insight into retail and shopper behaviour through services which examine shopper insights, channel strategy optimization, retail engagement and creative retail campaigns.

The division is already working with blue-chip global and Asian brands such as Coca-Cola, Chivas Regal and Unilever.

Zain Raj, CEO of the agency's data analytics and customer relationship marketing arm Euro RSCG Discovery, said shop@euro starts from the 'shelf out', to prioritize key shopper drivers and barriers.

'Given the fact that businesses are currently trying to find better ways of marketing and connecting with their consumers, now is the right time for us to identify ourselves as specialists in this area,' explained Raj, who is also Global Retail Practice Leader for Euro RSCG. 'By creating an identity called shop@euro, it gives us the ability to clearly tell our clients that we have that capability.'

Web site: www.eurorscg.com .