What Field & Concept does

Field & Concept nv/sa is a privately held Belgian B2B field marketing agency, founded in 1989 and headquartered at 33 Avenue Ariane, Brussels, with operating geographies across Belgium, the Netherlands, Luxembourg, and France. The company sells four integrated service lines to enterprise clients: Field Sales & Merchandising (shelf replenishment, POSM placement, planogram execution, perfect-store programs), Brand Awareness & Activation (in-store demos, sampling, roadshows, event installations), Retail & Event Logistics (warehouse management, pick-and-pack, last-mile delivery, event logistics), and Digital services (Smartlab app, Raccoon tracking, e-shop platform). Marquee clients include Proximus, Mattel, Nestlé, Mondelez, Samsung, Nespresso, Delhaize, Unilin, Jacobs Douwe Egberts, Duvel, a Belgian Bank, and Ruinart (LVMH), with several relationships exceeding 15-25 years.

The underlying technology stack consists of proprietary operational tools rather than a licensed software product: the Smartlab App captures geolocated field check-ins and qualitative/quantitative reporting, the Raccoon device measures footfall, dwell time, and visit recurrency, the Smartlab BI Dashboard provides real-time campaign analytics, and a fully integrated E-shop Platform supports warehouse track-and-trace. An exclusive partnership with Unlimitail grants the company access to all Carrefour transactional data, enabling pre-campaign POS targeting and post-campaign A/B measurement of sales uplift - a data asset that meaningfully differentiates Field & Concept from generic field marketing peers.

The business model is professional services, project-based and quote-driven, with revenue derived from field sales/merchandising engagements, brand activation campaigns, logistics contracts, and digital/analytics services. Headcount is listed at 11-50, though field operatives, warehouse staff, and brand ambassadors are likely to push the true operating workforce higher. Distribution is direct enterprise sales led by Managing Director Tine Dirckx and Sales Director Olivier Vanbeveren, supported by a stable management team including COO Sophie Laduron and Process & Innovation Director Cyr Provost. The company is independently owned with no disclosed external funding or parent company.

Name

Field & Concept

Legal name

Field & Concept nv/sa

Website

https://field-concept.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Field & Concept is a privately held Belgian B2B field marketing agency, founded in 1989, serving enterprise FMCG, telecom, electronics, and luxury brand clients across the Benelux with integrated field sales, merchandising, brand activation, logistics, and proprietary data/analytics tools.

Ownership category

akta.pro rank

Product category

Field Marketing Services

NAICS

Advertising Agencies (541810), Professional, Scientific, and Technical Services (541)

akta.pro primary industry

Retail Merchandising Execution & Field Marketing Services (CRAOAOAB)

akta.pro secondary industry

Field Sales & Brand Ambassador Programs (MPAAAJAG)

Keywords

• Field marketing services
• Brand activation campaigns
• Retail merchandising solutions
• Event logistics management
• Field sales support

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Field Sales & Merchandising Services: Professional services revenue from providing field sales teams, merchandising campaigns, and in-store brand representation. Services include shelf replenishment, POSM placement, second placement, remodelling, display installation, and sales support.
2. Brand Activation & Events: Revenue from organizing brand awareness campaigns, in-store product demonstrations, sampling, roadshows, shop-in-shop staffing, and event installations.
3. Field Logistics & Warehousing: Logistics and distribution services including warehouse management with track & trace, pick and pack activities, point of sale logistics tools, last-mile deliveries, event logistics, and return management.
4. Digital Services & Data Analytics: Digital tools and reporting services including Smartlab app subscriptions, Raccoon tracking data services, and analytical reporting for campaign optimization.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Field & Concept is a Belgian field marketing agency that deploys trained field teams to deliver field sales and merchandising (shelf replenishment, planogram implementation, POSM placement, perfect store execution), brand activation (in-store demos, sampling, roadshows, shop-in-shop staffing), and retail/event logistics (warehouse management, last-mile delivery, event installation, track & trace) for enterprise brands. The company supports these services with proprietary digital tools (Smartlab App, Raccoon tracking device, Smartlab BI Dashboard) and an exclusive Unlimitail partnership for Carrefour retail data analytics.

Product overview

Field & Concept is a Belgian field marketing agency offering an integrated suite of services rather than a single software product. The core offering comprises Field Sales & Merchandising (shelf replenishment, POS placement, merchandising), Brand Awareness & Activation (in-store demonstrations, sampling, roadshows), Retail & Event Logistics (warehouse management, last-mile delivery, event installations), and Digital services. Key digital products include the Smartlab App for real-time field team management and Raccoon for footfall and conversion tracking. The company also provides an E-shop Platform for inventory visibility and holds an exclusive partnership with Unlimitail for Carrefour retail data analytics. Odoo Webinars serve as an educational offering for ERP users. Services span across multiple sectors including Retail, Horeca, Beauty, Fashion, and corporate environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Field Sales & Merchandising

Quantifiable outcome

• 90% instore time achieved for Mondelez through optimized business model
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and supporting.

• UnlimitailflagshipStrategic or Co-development PartnerExclusive partnership providing Field & Concept access to all Carrefour transactional data. Enables pre-analysis to identify strategic points of sale and optimal time slots based on historic sales data, and post-analysis through A/B testing comparing stores with and without campaigns. Allows measurement of sell-out performance, sales uplift, and incremental sales versus baseline.
• Unbox UniversecoreGTM or Marketing PartnerPartner for The Click environmental campaign from Fostplus. Unbox Universe handles efficient funding distribution for the circular economy initiative.
• ProximuscoreStrategic or Co-development Partner25+ year strategic partnership for field account management, merchandising, and logistics. Field & Concept provides 'the perfect store' implementation with daily and monthly visits to Proximus shops and resellers.
• OdoosupportingTechnology or IntegrationOdoo is used as the internal CRM and ERP platform. Field & Concept also provides Odoo webinars to help clients master the platform for their business operations.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• TCC Global: Specialist in shopper marketing, loyalty, and retail activation programs with strong European presence. Comparable in targeting brand activation and retailer data-driven campaign measurement.
• CPM Group: Global field marketing and sales activation agency providing merchandising, brand activation, and in-store execution services across multiple geographies. Directly comparable to Field & Concept's core service mix and enterprise client base.
• Salesforce Europe (Salesforce Merchandising): European field sales and merchandising agency serving FMCG clients with in-store execution and retail activation services. Overlaps with Field & Concept's field sales and merchandising portfolio.
• Gekko Group: International field marketing agency with offices across Europe, providing brand activation, merchandising, and mystery shopping services. Direct competitor in the European FMCG field marketing space.
• Relay (Relay Global): Field marketing agency offering retail activation, merchandising, and promoter programs for major brands. Closely overlaps with Field & Concept's brand activation, POSM placement, and in-store sales execution offerings.
• Marlin Europe (Marlin PR / Field Marketing): European field marketing and event execution agency active across multiple retail and consumer brand segments. Comparable service portfolio spanning brand activation, sampling, and retail logistics.
• BlueMuscle: European field marketing and retail activation agency serving FMCG and consumer brands. Closely comparable in service mix (brand activation, merchandising, event support) and client base profiles.

Regional players

• ForceMajeure (Force Majeure Field Marketing): French field marketing agency providing retail merchandising, brand activation, and event logistics. Regional peer with comparable service offerings but France-focused geographic footprint.

Emerging players

• Spotler / Field Marketing Agency segment: Marketing technology and services firm with field marketing and activation offerings in European markets. Comparable through shared retail activation and digital tooling ambitions.

Broad incumbents

• Acosta (Sales & Marketing Services): Large North American sales and marketing services provider offering retail merchandising, marketing, and sales support across multiple verticals. Comparable operating model to Field & Concept, with broader geographic and service scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fieldconcept
• YouTubeyoutube.com/channel/fieldconcept
• Facebookfacebook.com/FieldConcept
• LinkedInlinkedin.com/company/field-&-concept
• Instagraminstagram.com/field_concept

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Field & Concept