To remain relevant, traditional stores need to adopt to changing consumer technology

Irish Retail and Consumer report from PwC showing the most recent stats and figures regarding Irish consumers.


Physical shops will continue to be the single most important retail channel regardless of digital disruption, but less than half of customers are satisfied by their in-store experience.

High profile retail struggles, including the recent insolvency of ToysRUs in the UK, have focused attention on the potential risk to traditional shopping districts and to so-called big-box out-of-town outlets as more consumers shop online. The PwC research suggests the physical retail model remains resilient, although vulnerable.

Nearly half (46pc) of Irish consumers said that they shop in-store at least weekly. The survey shows that consumers like to shop in stores and will continue to do so – by providing the right combination of experience, value, conveniences, service and integrated physical and online services.

The data does show that, to remain relevant, traditional stores need to adopt to changing consumer technology – for example almost a third (31pc) of Irish consumers say mobile is their preferred method of payment in-store, rising to 66pc for those aged under 34.

John Dillon, a partner in PwC Ireland Retail & Consumer Practice, said the research highlights the complexity of customer engagement. “The survey paints a picture of consumers who are complex, conflicted, and highly segmented by age, bringing consumer markets to a turning point,” he said. “The convergence of new technology and emerging patterns of social interaction are reshaping consumer habits in ways that will heavily influence which brands people buy and which consumer products and retail companies succeed,”

Worryingly, for physical retailers who need to retain an edge over often cheaper online competitors, the PwC survey shows customers are becoming less satisfied with their in-store experience. Lack of expertise among staff is a big and growing problem, it shows. Almost half (49pc) of respondents are not happy with sales associates’ knowledge of their own product range, up from 37pc last year.

The survey also found big support for shopping locally – which 59pc of Irish online consumers feel it is important to support their local economy, and for quality and product traceability reasons.

If you would like to explore opportunities with your online presence we would be happy to help, email to talk more.

You can read more on the Irish Retail and Consumer report from PwC here

Fuller Marketing in the running for Cork Company of the Year


Cork Chamber have announced Fuller Marketing as 1 of 3 finalists in the Emerging Business category of the Cork Company of the Year Awards 2018. The awards highlight the accomplishments of Cork based companies that have demonstrated significant achievement and success over the past year, through innovation, growth, financial stability. The awards also they pay homage to those companies that have embraced CSR, from supporting local charities and community groups to promoting workplace wellbeing and green initiatives.


The winners will be announced on Feb 2nd at a gala event in the City Hall which will be attended by over 1000 business and political professionals from all over the country.


Speaking of today’s announcement Ruth Fuller, Managing Director at Fuller Marketing,

“To have made the finalist shortlist is, without doubt, an achievement in itself and it’s one we are immensely proud of.

We see this recognition by our peers as an acknowledgement of and a testament to our work. Not only are we passionate about what we do, but we are passionate about where we do it. Being in business in Cork is so important for us and as we see it, we have a lot to offer to both the business community and wider Cork region.

We have big plans for the future growth of our business – we have set ourselves challenging targets but ones that we are confident we will achieve.”

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Christmas Jumper Day in Fuller Marketing!

Cork Simon Christmas Jumper Day.

Dec 13th 2017.

We are thrilled to be supporting Cork Simon Community this Christmas.

Homelessness is such a huge problem around Cork, but to help out by holding a Christmas Jumper Day is such a lovely idea! It’s so simple, and it brings out the festive spirit in everyone here in the office!

Fuller Marketing

Fight Homelessness This Christmas. Get involved and register here.

Fuller Marketing

Merry Christmas!!


Fuller Marketing on the Sunday Independent!

Marketing people: Ruth Fuller, Managing Director, Fuller Marketing

9th July 2017

Ruth Fuller, Fuller Marketing Cork, Marketing Consultant


With the outsourcing of certain marketing functions becoming increasingly popular among SMEs in particular, Cork-based Fuller Marketing is hoping to tap into this growing trend, according to company managing director Ruth Fuller, who spoke with John McGee.

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From agencies to SMEs: How Fuller bridges the marketing gap

From agencies to SMEs: How Fuller bridges the marketing gap

Silicon Republic interviews Ruth Fuller

6th July 2017

From agencies to SMEs: How Fuller bridges the marketing gap

What do SMEs really want? For our Leaders’ Insights series, we called on Ruth Fuller to offer some digital expertise.

Ruth Fuller is managing director of Fuller Marketing, a company founded in 2015 to provide senior-level marketing that doesn’t break the bank.

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