Retail in Action is a ‘shopper’ marketing insight business. We have developed essential tools and methodologies designed specifically to witness, evaluate and measure the retail experience to gain insight into how to improve that experience for customers and help brands perform better in retail. We can quantify the customer journey, from the home to check out, define the role of communications and staff along it. And provide actionable recommendations to improve it.

The Shoppers

Richard Savage                                              Jonathan Webb                                               John Viccars                                                    Lorraine Montgomery
Managing Partner                                           Managing Partner                                           New Business Manager                               Project Manager

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Retail in Action was founded in 2001 by Richard Savage and Jonathan Webb.

Richard Savage
Founding Partner

Richard has been involved in various aspects of retail marketing and business development all of his working life. A murky past in advertising and what was ‘hilariously’ called integrated communications, included spells at Saatchi & Saatchi and WPP’s pan euro agency Lansdown Conquest. He flirted with the dotcom frenzy (first time round) as Director of Marketing at Granada funded dot com business, Swapitshop, helping turn it from ’someone’s good idea’, into ‘the biggest kid’s website in the UK’. Subsequently he was Brand Development Director and part of the management team at retail design agency Designhouse.

In 2001 he co founded shopper marketing insight specialist, Retail in Action, and has been immersed in helping brands perform better in retail, all over the world, ever since. He now speaks, writes and lectures on the subject.

Richard’s passion is a small tribe of Savages in North London. And food; rearing it (pigs), growing it (veggies) and cooking it (anything). He also sails boats, flies aeroplanes and rides a bicycle quite well.

Jonathan Webb
Founding Partner

Jonathan describes himself as a professional shopper. It took 17 years toiling at some of London’s most notorious advertising agencies before the penny dropped and the world of retail came sharply into focus. During his time in advertising he enjoyed delivering successful campaigns and strategies for some exceptional brands including Sky TV, J Sainsbury’s, Wickes and BT.

Then one day he realised the world doesn’t turn as a result of gravitational pull it turns because of retail. As “they” say retail is the new religion – so come and worship!
Back in 2002, as a result of his epiphany moment he co founded Retail in Action with Richard a likeminded shopper and self confessed food bore. Since then they have developed initiatives and activities to help global brands perform better in retail and managed to have lots of fun along the way.

Jonathan is immersed in retail shopper marketing and ponders the big questions every day, “How do we influence shoppers directly and improve rate of sale”, “Shoppers are not defined by their store experience, shopping is a state of mind, the media opportunities begin and end out of store, discuss?”

For balance Jonathan married someone special called Penny had two beautiful daughters and spends his spare time skyward in a vintage Tiger Moth or equivalent flying device.
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We have worked for many brands and retailers including:

3 store, Adidas, Asda, BMW, Boots, Colgate, Clas Ohlson, Chanel, Disney, Egmont magazines, Ferrero, Fujifilm, Holland & Barrett, Homebase, Marketforce; Hachette Partworks, Morrisons, InBev, Microsoft, Natwest, Nokia, Orange, Red Bull, Sony Ericsson, Somerfield, tomtom, Toshiba, Volvo.