In our latest Campaign Spotlight, we share on how Flagship turned insight into column inches for Sensormatic, using its 2025 Peak Trading data to drive widespread national, broadcast and targeted trade media coverage during one of its busiest periods, the Golden Quarter.
Background
Sensormatic Solutions delivers an interconnected tech ecosystem of loss prevention, inventory intelligence and traffic insight solutions.
Sensormatic selected Flagship, based on its unrivalled retail tech experience and track-record in delivering insight-led PR that moves the dial, to work across a series of data-led UK campaigns during one of its busiest periods, Peak Trading.
Flagship was also tasked with highlighting the key role of advanced store analytics as retailers map rapidly shifting consumer demand patterns and allocate resources to maximise performance in the crucial Golden Quarter.
Strategy
Leveraging shopper traffic insights from Sensormatic’s ShopperTrak Analytics solution and footfall index, which captures over 40billion store visits each year globally, Flagship reported on High Street performance on key trading days in the Golden Quarter, from Halloween to Black Friday and Super Saturday through to Boxing Day.
This didn’t just require working closely with Sensormatic’s global consultancy team to extract the data and craft compelling insight-led story lines. Sensormatic’s stringent data protocols see all its footfall insights being verified to ensure the highest quality and accuracy, a process that doesn’t allow for same day reporting.
In response, Flagship doubled down on editorial strategy and planning, leveraging our editorial insight and unrivalled sector knowledge. Rather than competing on speed, we focused on differentiation – strengthening the analysis, sharpening the narrative and developing differentiated angles and compelling analysis to cut through a busy news cycle.
“Sometimes there’s a perception that PR data success is just about being first past the post or who gets data out quickest,” commented Flagship Founder, Sarah Cole. “But often, storytelling can beat speed when it comes to landing insight-led coverage. Nail the narrative behind the numbers and you’re just as likely to create cut-through – even in competitive fast-paced news cycles – as those who got their data straight out the door.”
Results
- 187 pieces of coverage generated during the campaign
- 26 national and broadcast hits, including the Financial Times, Daily Telegraph, The Times, City AM, ES, ITV and LBC News
- Regular pick up across top tier retail and B2B trade publications, including Retail Week, Retail Gazette, Drapers, Fashion United, Fashion Network and Marketing Week
- A mix of high-profile national publication pick up and targeted trade PR placements generated >1.31bn opportunities to see for Sensormatic in media as read by its prospects
“The team at Flagship are always available, incredibly insightful, and make even the heaviest lifting feel easy, which means we genuinely love working with them.
They come armed with the energy needed to tackle even the tightest media deadlines and keep campaign momentum high.
Their sharp insight and deep industry intel makes them a valuable sounding board, and means they’re able to shape high-impact data narratives that cut through busy news cycles.”
Andy Sumpter, EMEA Retail Consultant, Sensormatic
