Melli is a communication agency that understands the way the trade and shoppers think.
It's not enough to know the data, or how you will execute in-store; retailers want to know your plans help them to achieve their overall objectives, how you made it relevant to their customers and how well you know how to make it happen in their business. They also want to know whether and how your plans will drive the category forward and give them a competitive advantage in the market.
We know that shoppers are bombarded with thousands of different messages and for the most part they are on autopilot. So it's important to know how to fit into their established shopping routines and when and how to successfully disrupt them. We create in-store designs that really make them stop, think and consider.
Our relentless passion is to create integrated and involving marketing experiences that enrich shoppers, consumers and retailers.
We have people in our business who have been in challenging trade meetings in Chestnut, Holborn, Leeds and Bradford, and know how tough it can be to be heard. To help our clients’ voices to be heard loud and clear above the rest, we do something extraordinary: we keep things simple.
Not because buyers won’t or can’t understand, but because we know that their lives are spent spinning plates. We see it as our job to deliver key messages in a way that helps those plates stay balanced, making everyone’s lives run that little bit smoother.
We use our understanding of how retailers operate to develop and present ideas that are easier to implement, making it easier for buyers to say yes.
At Melli, we have extensive experience of Category Leadership and Management, and we know that it’s anything but simple. That’s why our clients value our ability to interpret vast amounts of information and distil them into focused and meaningful outcomes.
Our shopper understanding is based on extensive observation in-store, backed with extensive exposure to shopper research and yes, even getting out there and just talking to them.
We know that up to 88% of shoppers' final decisions are made in the aisle, so there is a world of opportunity in-store to engage them in a way that has a real impact on their buying habits.
Humans can only truly interpret 7 pieces of information at any given time, so we aim not to bombard shoppers with extraneous details. We stick to the key messages, with a clear call to action.
But research only goes so far; understanding shopper mentality is about understanding human thought processes. On the most basic level: if we like it there’s a good chance that others will too. In itself, that’s not enough, but it’s a pretty good place to start.
At Melli we believe that, first and foremost, communication is about clarity.
When an idea or message needs to be understood wall-to-wall throughout a business, there is no point delivering a version of events that makes sense to the Marketing team, but fails to engage anybody in Sales.
So the first thing we do is to ensure that we understand who we are communicating with, and exactly what we are looking to achieve.
Although we can and do produce large events and complex internal communication programmes, we pride ourselves on distilling it down to key messages and visuals that can be communicated in the time it takes to ride a lift or get a coffee.