Avidity Launches DART in Ireland, Giving Brands a Powerful New Way to Turn Data into Sales Growth

Avidity has announced the launch of DART in Ireland through its agency Thumbprint, bringing a proven retail analytics and field execution platform to Irish brands for the first time. Already established in the UK for more than a decade, DART combines EPOS, execution and outlet data to help brands identify sales opportunities, improve availability and drive stronger in-store performance. 

The launch marks a significant step forward for brands operating in Ireland, where the demand for high-quality field sales execution continues to grow. While the retail landscape has become increasingly centralised, execution standards still vary across retailers, channels and individual stores, creating opportunities for brands to unlock growth through improved in-store visibility, promotional compliance and product availability. 

According to Frances Shanagher, Head of Ireland at Avidity, the Irish market is at a pivotal moment as brands look for smarter ways to maximise sales performance. 

“The opportunity for brands to drive growth through data-led field sales execution has never been greater. By combining EPOS, execution and outlet data, we can identify availability gaps, distribution opportunities, promotional compliance issues and underperforming SKUs faster than ever before. This allows our teams and our clients to focus on the interventions that deliver the greatest value and sales impact.” 

Avidity currently supports 16 clients across Ireland through its agencies McCurrach, Standout, Wave, Zing and Thumbprint. Its teams bring depth and breadth of expertise across sectors and channels, including grocery, convenience, pharmacy, technology and telecommunications. 

Transforming Retail Data into Action 

Historically, access to quality data in the Irish market has been limited. However, improvements in retailer EPOS data availability are creating new opportunities to drive sales and operational performance. DART has been designed to transform complex sales and execution data into actionable insights for both field teams and head office stakeholders such as account teams and supply chain teams. 

Through the DART Field App, field representatives receive trend alerts and targeted actions based on EPOS analysis, enabling them to address issues before they impact sales performance and improve execution, compliance and availability in store. 

Avidity also offers Availability Boost, which provides real-time resource combined with EPOS analytics through DART to get brands in the right place at the right time - fixing any unexpected barrier to sales in Grocery.   

Early Results Demonstrate Significant Commercial Impact 

DART has already been adopted by clients in Ireland since launching in the first quarter of the year. In one example, DART identified an availability gap on a promotional SKU, enabling swift action that recovered a potential €18,000 in lost sales. 

For another client, the platform helped drive a 44% increase in product availability compared with the previous year by directing field teams towards the actions with the greatest sales and execution value. 

“For the first time, brands operating in Ireland can measure the direct return on investment of their field sales activity based on the interventions taken and the value delivered. In an environment where every euro of investment is under scrutiny, DART provides the evidence and insight needed to demonstrate the impact of field resource and ensure every store visit contributes to growth.” - Frances Shanagher 

Supporting the Future of Brand Growth in Ireland 

The launch of DART in Ireland reinforces Avidity’s commitment to helping brands make smarter decisions, improve execution in-store and maximise commercial performance through actionable insights and technology-enabled field sales solutions. It provides another opportunity to develop brand partnerships while strengthening their growth strategy in Ireland. 

Jill Ross, CEO of Avidity, believes this latest innovation reinforces Avidity's commitment to the Irish market. 

“Ireland is a market I know well, having lived and worked here earlier in my career. From both supplier and agency perspective, I’ve seen first-hand the quality of the retail landscape and the opportunity for brands. Right now the opportunity for growth is significant, and data is central to how we help brands unlock it. Launching DART underscores our strong commitment to partnering brands in market and will facilitate greater agility, efficiency and return on investment for clients” - Jill Ross, CEO, Avidity


Find out more about DART: DART | thumbprint