Shayne Moore
Works with New Zealand FMCG and retail brands on product sampling, customer-generated content and what happens to the numbers afterwards.
Shayne leads theSalt in New Zealand from Christchurch. He has been a director of THESALT Limited since August 2023.
He works with New Zealand brand and category teams on product sampling, customer-generated content and how campaign results are measured.
Areas of focus
- Product sampling
- Customer-generated content
- FMCG marketing
- Retail sales lift measurement
- Paid media amplification
- New Zealand grocery retail
Articles on this site.
What product sampling actually costs, and what it leaves behind
The line items nobody puts in the sampling budget, and the difference between spending money on a day and spending it on an asset.
Read it SamplingWhy a demo day cannot prove it worked
In-store sampling produces a number that looks like evidence until somebody asks what it proves. Here is what is missing from it.
Read it Customer contentNano, micro, macro: what the research actually says about which works
Two peer-reviewed studies, one awkward finding, and what it means for a New Zealand brand choosing where to put a creator budget.
Read it ComplianceWho owns the content after the customer posts it
Copyright, licensing, platform terms and the difference between a brand being allowed to repost something and a brand owning it.
Read it RetailTen per cent of suppliers, ninety per cent of wholesale purchases
What supplier concentration in New Zealand's major supermarkets means for smaller suppliers, and where room to move remains.
Read it RetailWhat Chemist Warehouse growth means if you sell beauty
Fourteen stores to seventy in five years, and a channel shift that changes who your shopper is and what convinces them.
Read it RetailRetail media is not the same as customer content
They get funded from the same budget and argued about in the same meeting. They do completely different jobs, and one makes the other work harder.
Read it SeasonalHow to plan a summer customer-content campaign
A planning calendar for southern hemisphere brands, including why back-to-school timing needs a New Zealand check.
Read it SamplingWhat real gardeners did with Weed Weapon
Five Canterbury gardeners, one weed spray, and a paid result that beat the brand's own ads in the same campaign window.
Read it