What Instore does

Instore is a UK-based field marketing and field sales company established in 2000 and operating as a wholly-owned subsidiary of Smiths News plc, the UK's largest newspaper and magazine wholesaler with a 55% market share and a listing on the London Stock Exchange. From its Worcester headquarters, the company delivers merchandising, point-of-sale placement, seasonal campaign execution, retail media compliance, and direct field selling services to brands and major retailers across the UK. Its field-based colleagues work in dedicated territories covering 5,000 retailers weekly across grocery, convenience, high street, garden centres, independents, and travel points such as airports and train stations. As part of the Smiths News group, Instore benefits from unique access to a wholesale distribution network reaching 24,000 retailers across England and Wales.

The company's core service portfolio spans four pillars: Field Marketing (product launches, seasonal promotions, compliance checking, returns processing, category management), Field Sales (active selling, new distribution points, retail staff education), Auditing Services (pick accuracy, stock inventory, fixture auditing, Good Faith Receiving), and Retail Media Compliance. Underpinning these services is a proprietary technology stack including real-time mobile handheld devices with photo validation, signature capture, and survey functionality; a bespoke reporting portal providing client visibility; the "What's In Store App" for supplier-retailer compliance communication; and tailored cross-platform dashboards. The technology platform is built in partnership with Teletrack as the primary systems provider, with a dedicated internal Systems Developer maintaining capacity planning and reporting infrastructure.

Instore generates revenue through professional services engagements priced on a custom quote basis depending on client needs, campaign scope, and duration. Its customer base spans major UK grocers (Tesco, Sainsbury's, Co-op, Morrisons, Waitrose, Aldi) and brand partners across publishing (H. Bauer, Topps), snacks (Graze), greetings cards (IG Design), energy drinks (Carabao), building products (Velux), signage (Classic Sign & Design), and sports nutrition (Glanbia). The company has been awarded multiple FMBE industry recognitions, holds SafeContractor accreditation for health and safety management, and reports a 98% customer satisfaction rate.

Name

Instore

Legal name

Instore

Website

https://instore.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

251–500 employees

Short description

Instore is a UK-based field marketing and field sales subsidiary of Smiths News plc, delivering merchandising, compliance, auditing, and direct selling services to brands and major retailers across 5,000 UK retail locations weekly.

Ownership category

akta.pro rank

Product category

Field Marketing and Merchandising Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Point-of-Sale (POS) & In-Store Promotion Services (BPAFAMAF)

Keywords

• Field marketing services
• Retail merchandising solutions
• Field sales execution
• Supply chain auditing
• Retail media compliance

Headquarters

HQ city

Worcester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Field Marketing Services: Merchandising, POS placement, promotional set up, compliance checking, returns processing, and full category management services delivered by field-based teams across retail locations
2. Field Sales: Active selling of products to deliver immediate results, including new distribution points, face-to-face selling, and education of retail staff on brands
3. Supply Chain Auditing: Supply chain, inventory and auditing services including pick accuracy, stock inventory, fixture equipment auditing, product auditing, returns management, and Good Faith Receiving (GFR)

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Instore provides field marketing, field sales, retail media compliance, and supply chain auditing services to brands and retailers across the UK. Field-based colleagues work in dedicated territories covering 5,000 retailers weekly, delivering merchandising, POS placement, compliance checking, promotional set-up, and active face-to-face selling. Services are supported by proprietary mobile technology, real-time dashboards, and a bespoke reporting portal enabling live photo validation, signatures, and survey capture from store visits.

Product overview

Instore operates as a field marketing company offering a unified service portfolio built around Field Marketing, Field Sales, Retail Media Compliance, Auditing, and Reporting & Technology. The core offerings include: Field Marketing for product launches, seasonal promotions, POS placement, compliance checking, and category management; Field Sales for direct product selling and distribution; Retail Media Compliance for ensuring brand standards in stores; Auditing Services for supply chain verification including pick accuracy, stock inventory, and Good Faith Receiving; and Reporting & Technology providing dashboards and real-time data. These services are supported by proprietary tools including Bespoke Mobile Technology (with surveys, photo validation, signatures), the What's In Store App (compliance tool), and a Bespoke Reporting Portal. The company serves major retailers, independent stores, and brands across categories including newspapers, magazines, entertainment, games, books, fresh produce, lottery, and mobile networks.

Differentiator

Problem solved

Functional benefit

Products and services

• Field Marketing
• Field Sales Direct selling service that actively sells products to deliver immediate results, including bespoke field sales solutions, distribution point management, and face-to-face selling to independent retailers and convenience stores.
• Retail Media Compliance Service supporting and driving compliance levels in store, ensuring brands meet retailer standards and supplier expectations through proactive corrective action and thorough compliance checks.
• Auditing Services Supply chain auditing service covering pick accuracy, stock inventory, fixture and equipment auditing, product auditing, returns management, and Good Faith Receiving (GFR), supported by handheld technology and a bespoke reporting portal.
• Reporting & Technology Tailored dashboards and real-time reporting driven by data capture from handheld devices, providing clients full visibility into activity and results across store visits.

Quantifiable outcome

• 20% sales uplift across 48 stores adding additional RSV of £90,000
• +4 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered major, minor and core.

• CarabaomajorStrategic or Co-development Partner · 1 October 2021Partnership between Smiths News and Carabao (UK's fastest growing energy drink company, #1 fruit flavoured energy in small can format). Launched October 2021 following successful 6-month trial in North East England. Designed to provide exclusive deals on Carabao energy drinks to independent retailers through Smiths News distribution. Instore (sister brand) handles field marketing support.
• Pass It OnminorOthers · 1 January 2016Charity founded by Smiths News CEO Jonathan Bunting in 2016 to help homeless and vulnerable people. Instore is one of the lead sponsors. Since 2016 has helped over 4,000 homeless and vulnerable people. Became an independent charity and won Philanthropist of the Year at NMAs 2021.
• IG DesignmajorStrategic or Co-development PartnerLeading UK supplier of greetings cards partnered with Instore for Aldi greetings cards merchandising. Successfully implemented greetings cards range in Aldi stores with 300+ sites launched in 18 months. Instore selected as field marketing partner for merchandising and staff training.
• DMD (dmdglobal.com)minorOthersPart of Smiths News group - supplies printed and digital media to airlines and travel points, UK and worldwide.
• Martin LavellminorOthersPart of Smiths News group - specialises in news delivery to corporate customers.
• Rascal SystemsminorOthersPart of Smiths News group - provides supply chain auditing solutions for retailers.
• GrazemajorStrategic or Co-development PartnerLeading healthy snack brand engaged Instore for tactical field marketing campaign in London stores addressing compliance and rate of sale challenges. Campaign achieved 20% sales uplift across 48 stores, £90,000 additional RSV, 116 FSDUs, 28 CTUs, 104 clipstrips, 153 parasite units placed.
• TeletrackcoreTechnology or IntegrationMain service provider for Instore's technology systems. Systems Developer Stuart Birch collaborates with Teletrack to develop and test new work methods based on business needs. Strong working relationship for ongoing technology development.
• Sainsbury'smajorGTM or Marketing PartnerMajor retail partner for Good Faith Receiving (GFR) project and various merchandising campaigns including TV listings. Steve Kennewell, Deliveries Liaison Manager at Sainsbury's praised Instore's high standard work and timely positive responses.
• H. Bauer PublishingmajorGTM or Marketing PartnerPublisher of puzzle magazines engaged Instore for merchandising in Tesco stores. Achieved 99% compliance level vs typical 80% compliance, described as 'most successful campaign' by Adrian Hughes, Managing Director at Marketforce.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Mando: Mando is a UK retail marketing and shopper activation agency providing field marketing, retail design, and connected commerce services. Directly comparable in client base and service portfolio, particularly for major UK grocer campaigns.
• Shoppercentric: Shoppercentric is a UK shopper research and field marketing agency offering in-store execution, mystery shopping, and retail audits. Comparable in auditing and compliance services, with overlap in UK retail client base.
• CPM Group: CPM is one of the UK's largest field marketing agencies, providing outsourced sales, merchandising, and brand activation services to retailers and brands. Directly comparable to Instore in service mix, client types (major grocers), and UK-centric field force model.
• Boost Group: Boost Group is a UK sales and marketing agency providing field marketing, sales solutions, and retail services. Direct competitor for UK grocer accounts and FMCG brand campaigns.
• Gekko Field Marketing: Gekko is a UK-based field marketing and brand experience agency offering retail, event, and experiential services to brands. Competes directly with Instore for in-store activation, merchandising, and promotional campaign work with major UK retailers.
• Smollan: Smollan is a global retail solutions company offering field marketing, sales, and merchandising services across multiple geographies. Operates a similar field-based execution model serving FMCG brands and major retailers.
• Retail Marketing Group: Retail Marketing Group is a UK field marketing and retail services provider focused on in-store execution, merchandising, and category management. Closely comparable in service mix and target customers across UK grocery and high street.
• Acosta: Acosta is a leading North American sales and marketing agency providing retail execution, merchandising, and category management services to CPG brands. Closely comparable business model in outsourced field sales and merchandising.

Broad incumbents

• Advantage Solutions: Advantage Solutions is a large North American sales and marketing services company providing retail execution, category management, and shopper marketing at scale. Comparable in service offering but significantly larger and broader in geographic scope.

Others

• NielsenIQ: NielsenIQ is a global retail measurement and consumer intelligence company serving retailers and FMCG brands with point-of-sale data and analytics. Adjacent to Instore's auditing services, with shared client base but complementary (not competing) offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/instorefield
• Facebookfacebook.com/instorefieldmarketing
• LinkedInlinkedin.com/company/instore-field-marketing

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Instore