With the China market as the major target for all the leading global brands, there is a growing need to understand the changing consumer in the country, where the buying pattern is in an ever evolving state. To help understand this shopper behaviour, drivers of behaviour and how to change consumer behaviour to benefit clients, The Integer Group in China has launched its c (I&S) division. To drive business for this division, Integer China has appointed Emmanuel Sabbagh as director of I&S.
“Our clients are doing business in an increasingly multi-channel retail environment. With I&S we have a deeper, more disciplined approach in examining behaviours and excavating insights to help us develop smarter shopper programs and yield better results,” said Mike Chou, managing director of Integer China.
According to the agency strategy, I&S will become home to Integer’s leading strategic planners, marketing researchers and analysts. Sabbagh added, “To succeed, brands must capture shoppers before they enter the store and activate all drivers along their journey to influence purchase decisions.” So I&S will deliver the insights to businesses to catch consumer attention with the right branding even before they enter a physical or online store.
Sabbagh is expected to offer the right impetus to the new division since he has been in strategy posts servicing retail clients such as McDonald’s, Michelin and Nissan when he was in TBWA\Paris. Also over the last eight years of operation in the country, Integer China has grown into a leading retail and shopper marketing agency with 45 experts servicing global brands such as Mars, Wrigley, Pepsi, Gillette, Michelin and adidas.
