Business invests £17m to launch retail tech app

An app aimed at the grocery retail market has been launched by Stoke-based Dee Set Group, which has invested £10m of profits in the technology 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.

By launching Reapp, it aims to become the industry leader in data and technology.

Reapp is a suite of bespoke software apps that help brands and retailers sell more, gathering data from a range of sources.

AI technology then simplifies that data into decisive sales actions through a real-time dashboard.

The 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 and 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.”

Dee Set complements this new tech brand with the largest field sales team in the UK, employing more than 4,000 people across the business.

Phillips 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.”