What McCurrach does

McCurrach UK Ltd is a UK-based field marketing agency established over 120 years ago (since 1898), operating from Edinburgh with additional offices in Glasgow and Dublin, and is owned by Avidity Group Ltd. The company delivers integrated sales execution, training and advocacy, brand insight, and consumer engagement services through a combination of face-to-face field teams, telesales, and digital channels across UK and Ireland, with European reach extended via partnership with Sales Service International (SSI). McCurrach operates more than 2 million calls per year across 15+ sectors including grocery, convenience, Away from Home (covering 400,000+ outlets), and serves major FMCG and consumer brand clients including PepsiCo, Britvic, Pernod, Unilever, Colgate, Kimberly Clark, Microsoft, Intel, and Logitech.

The company's core technology stack is housed within Thumbprint, its digital and data products division established in 2018, comprising three proprietary platforms: DART (an EPOS analytics product for multiple retail channels that uses algorithms to identify opportunities and predict future performance), Pinpoint (an EPOS analytics platform for the convenience industry covering 10,000+ EPOS terminals in 5,000+ stores, delivered through partnerships with In Touch Group and Retail Spotlight), and MyStore+ (a digital retail engagement app delivered through PayPoint that reaches 20,000+ convenience retailers and enables 60,000+ store voucher campaigns). These platforms together process over 300 million data points daily.

McCurrach operates a hybrid revenue model combining professional services revenue from field marketing contracts with brand partners and recurring subscription-style revenue from its digital and data analytics products. The customer base is concentrated in enterprise FMCG and consumer brands, with a leadership team led by Managing Director Jill Ross (joined 2018) and three Customer Development Directors covering Grocery, AFH/Convenience, and Technology verticals. McCurrach Financial Services is authorised and regulated by the Financial Conduct Authority.

Name

McCurrach

Legal name

McCurrach UK Ltd

Website

https://mccurrach.co.uk

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

McCurrach is a UK-based field marketing agency with 120+ years of heritage delivering integrated sales execution, training, brand insight, and consumer engagement services across UK, Ireland, and Europe, complemented by proprietary EPOS analytics platforms DART and Pinpoint and a digital retailer engagement app MyStore+ serving enterprise FMCG and consumer brands.

Ownership category

akta.pro rank

Product category

Field Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910)

akta.pro primary industry

Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)

akta.pro secondary industries

Customer Engagement & Messaging (Email, SMS, Push, In-App) (BPAFAFAI), Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

Keywords

• Field marketing services
• Retail sales execution
• EPOS data analytics
• Point of purchase activation
• Brand ambassador programmes

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Field Marketing Services: Provides field marketing services including sales execution, training and advocacy, brand insight, and consumer engagement. Revenue generated through service contracts with brand partners.
2. Digital and Data Products: Provides digital and data analytics products including EPOS analytics platforms (DART, Pinpoint) and digital engagement tools (MyStore+) to help brands sell more.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

McCurrach is a UK and Ireland field marketing agency that increases brand sales at the point of purchase through face-to-face, phone and digital sales execution, training and advocacy programmes, brand insight and audits, and consumer engagement teams. The offering is augmented by the Thumbprint digital and data product suite — DART and Pinpoint EPOS analytics platforms plus the MyStore+ retailer engagement app — which together process over 300 million data points daily for enterprise brand partners across grocery, convenience and Away-from-Home channels.

Product overview

McCurrach is a field marketing agency offering a portfolio of services and digital products. The core service offering spans sales and execution, training and advocacy, brand insight, and consumer engagement, all supported by the Thumbprint digital and data products division. The product portfolio includes three named digital products: DART (EPOS analytics for multiple retail), Pinpoint (EPOS analytics for convenience), and MyStore+ (digital retail engagement via PayPoint). These products work together to provide brands with data-driven insights and direct retailer influence capabilities, complementing the human-led field marketing services.

Differentiator

Problem solved

Functional benefit

Brands

• Thumbprint: Digital and data products brand that houses all of McCurrach's digital and data products and innovation since 2018.
• DART
• Pinpoint
• MyStore+

Products and services

• Sales & Execution Services Field marketing service combining face-to-face, phone-based and digital approaches to keep products available, visible and front of mind for consumers at the point of purchase, using a mix of permanent, seasonal, on-demand and tactical activation ('blitz') teams across grocery, convenience and Away-from-Home channels. Delivered for enterprise brand partners such as PepsiCo, Britvic, Unilever and News UK.
• Training & Advocacy Services Training programmes including face-to-face sessions, brand events, digital learning platforms and incentive/advocacy programmes, designed to build brand knowledge and customer advocacy through blended learning approaches across retailer and field audiences.
• Brand Insight & Audits Customer and consumer insight services including mystery shopping, consumer crowds, digital auditing and execution analysis to measure how brands are perceived and executed at point of purchase, supplemented by store audit partnerships (e.g. Shepper for crowd-sourced audits and recommendation-rate studies).
• Consumer Engagement Services Ambassador-led engagement programmes that convert consumers into buyers through active selling teams and sampling activities, with online video engagement capability delivered through the Go Instore partnership for brand ambassador activities.
• DART (EPOS Analytics — Multiple Retail) SaaS EPOS analytics product housed under the Thumbprint division that pools all available data in retailer systems and uses smart algorithms to identify sales opportunities and predict future performance, presented in action-led, user-experience-focused platforms for head office and field users. Includes Sales Performance, Market Share, Distribution Ranging and Pricing Reports.
• Pinpoint (EPOS Analytics — Convenience) Analytics platform providing the largest and most granular EPOS data set in the UK convenience industry, covering over 10,000 EPOS terminals across over 5,000 stores. Delivered in partnership with In Touch Group (multi-POS data aggregation) and Retail Spotlight (granular EPOS dataset).
• MyStore+ (Digital Retail Engagement) Digital retailer engagement app delivered in partnership with PayPoint that reaches more than 20,000 convenience retailers, enabling brands to directly influence retailers through advice, offers and rewards around the clock (24/7). Includes digital voucher campaigns redeemable in over 60,000 stores via PayPoint's scanning system.
• Thumbprint Digital and data product division within McCurrach (under Avidity Group) that consolidates the agency's analytics platforms and digital engagement tools — DART, Pinpoint and MyStore+ — into a single brand focused on data-driven point-of-purchase insights for brand partners.
• McCurrach Financial Services FCA-authorised and regulated financial services arm of McCurrach (McCurrach Financial Services Ltd, Glasgow), providing financial services to the industries McCurrach serves, in addition to its field marketing and data analytics offerings.

Quantifiable outcome

• Over 2 million calls per year delivered across UK and Ireland
• +3 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Sales Service International (SSI)minorChannel Partner/ Reseller/ DistributorSSI partnership extends McCurrach's reach into Europe. McCurrach operates out of UK and Ireland but reach is extended into Europe through this partnership.
• ThumbprintcoreTechnology or IntegrationThumbprint houses all of McCurrach's digital and data products and innovation since 2018. Products include DART, Pinpoint, and MyStore+ designed to help brands sell more.
• PayPointcoreTechnology or IntegrationPartnership delivers MyStore+ digital app reaching over 20,000 convenience retailers. Enables brands to directly influence retailers through advice, offers and rewards, 24/7. Also provides digital voucher campaigns redeemable in over 60,000 stores.
• In Touch GroupcoreTechnology or IntegrationPartnership for Pinpoint analytics platform providing EPOS data from multiple POS houses aggregated into one location.
• Retail SpotlightcoreTechnology or IntegrationPartnership for Pinpoint analytics platform providing the largest and most granular EPOS data in the convenience industry.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CPM Group: UK-headquartered field marketing and sales activation agency with similar face-to-face retail execution services, mystery shopping, and training offerings. Operates across grocery, convenience, and consumer goods verticals serving comparable FMCG clients.
• REL Field Marketing: UK field marketing agency providing merchandising, brand activation, and retail execution services. Directly competes with McCurrach for FMCG field sales contracts across grocery and convenience channels.
• Advantage Smollan: Global provider of sales, marketing, and technology solutions to consumer goods manufacturers and retailers, with overlapping field sales execution, retail merchandising, and data analytics offerings.
• Acosta (now part of Smollan): Global sales and marketing agency providing retail execution, field marketing, and category management for CPG brands. Comparable in business model, though larger and US-centric.

Emerging players

• Shepper: UK-based tech-enabled mystery shopping and store audit platform. McCurrach is already a customer via the 108-store TV category study, but Shepper represents a more technology-driven, lower-cost alternative for the brand insight workstream.
• Symphony RetailAI / RELEX: Retail technology providers offering category management, demand forecasting, and EPOS-driven insights to grocery retailers. Compete with McCurrach's Thumbprint suite on the data and analytics side rather than field execution.

Broad incumbents

• NielsenIQ: Global retail data and analytics provider whose measurement and shopper insight capabilities overlap with McCurrach's DART and Pinpoint EPOS analytics. Much larger and broader, but a credible substitute for the analytics proposition.
• IRI (Circana): Market research and retail analytics firm providing point-of-sale data, consumer intelligence, and predictive analytics to FMCG manufacturers. Comparable to McCurrach's data layer but at far greater scale.
• TCC Global: Loyalty and retail engagement specialist with significant presence in grocery and convenience. Adjacent to McCurrach's MyStore+ offering but with a deeper focus on coalition loyalty programmes.

Regional players

• Streets Group: UK field marketing and retail services provider, part of the wider Streets family. Direct competitor for grocery, impulse, and convenience field execution work in the UK market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mccurrach
• Xx.com/mccurrachuk
• Facebookfacebook.com/mccurrachuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McCurrach