HOOP launches New Zealand’s first fully integrated retail agency
HOOP has launched a nationwide sales solution for New Zealand's grocery and retail sector, establishing itself as the country's first in-house integrated retail activation agency with an end-to-end service for clients.
Agency expansion
The agency's new sales capability goes live with Reckitt Essential Home Business as its foundation client, and is designed to meet the requirements of a data-led supermarket environment. This expanded service complements HOOP's existing offerings, which include outsourced sales, co-packing, logistics, point-of-sale materials, and in-store merchandising.
Director Gavin Nixon explained the motivation behind the expansion, saying, "We're going full circle. Our clients already trust us with co-packing, logistics, and in-store merchandising - now we're closing the loop with a sales force built for today's data-led supermarket environment."
Nixon further noted the changing needs within the sector: "There's a real need for this kind of focused, modern solution, especially for suppliers moving from in-house teams or looking for more boutique agency support."
Changing retail landscape
New Zealand's supermarket and retail environment has undergone significant changes, with retailers adopting advanced analytics platforms to inform decision-making. This shift has altered expectations for sales teams, creating demand for new approaches and skillsets.
HOOP's sales model is designed to be influence-based and powered by data, with a national team of Territory Sales Managers using real-time performance tools to engage with clients strategically. The deliberate focus is on a portfolio of non-competing brands to maintain a high level of attention for each client, supported by HOOP's workforce of 350 operations staff and its three decades of industry experience.
Nixon stated, "We've handpicked a team that's fluent in today's data-first environment. They're commercial partners who know how to use data to build a business case and influence decisions at the right level."
HOOP's approach aims to support both multinational and domestic brands in navigating the complexities of sales management within a competitive market.
Reckitt partnership
Reckitt Essential Home Business, which owns brands such as Mortein and Airwick, is the first client to be represented by the new HOOP agency. Its portfolio will be managed across Foodstuffs stores nationwide.
"We're excited to be the foundation client for HOOP sales agency," said Aaron Wilson, Country Manager Essential Home NZ, Reckitt. "HOOP's data-first, integrated approach gives us agility and the confidence that our in-store presence is aligned with today's retail reality. It's a strategic move for us, and the right one for the New Zealand market."
Nixon highlighted the significance of this partnership: "The landscape has changed, and brands are looking for partners who can help them navigate it. We're thrilled to have the Reckitt Essential Home Business on board and it sets a strong foundation for what's to come."
Comprehensive retail services
The introduction of the sales agency finalises HOOP's ambition to offer a fully integrated retail service platform – said to be the only one of its kind in New Zealand. Beyond sales, HOOP provides merchandising across all retail channels, manages point-of-sale materials, transports sample stock, and operates in-house co-packing and re-packing facilities for promotional and compliance purposes.
The holistic model is designed to provide clients with operational efficiencies and allow them to consolidate multiple retail services with a single provider.
Nixon commented on the operational advantage, stating, "In a market this size, every efficiency matters. Our new model gives clients the intelligence to know where to play and the operational firepower to execute consistently and at scale. By consolidating services with one trusted partner, brand owners gain continuity and control, with zero compromise on execution."
