UNCROWD Welcome Phil Barden as a New Investor

Jul 17, 2020 · 3 min read
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This article was originally published June 22nd, 2020

Phil Barden joins an extensive list of retail experts who have invested in Uncrowd’s Friction/Reward Indexing™ Platform.

Uncrowd, an analytics SaaS startup, have completed their seed funding round today with the announcement of Phil Barden as an angel investor in their ground-breaking customer analytics platform, Friction/Reward Indexing™ (FRi™).

As the leading experts in friction versus reward, Uncrowd offer clear answers and actionable insights into where and why a shopper will choose to shop. Uncrowd CEO Richard Hammond adds “Phil’s investment is significant not least because outside of Uncrowd, he is probably the only other person on the planet right now who can claim to be expert in understanding the role of friction versus reward. Phil Barden’s book ‘Decoded. The Science Behind Why We Buy’ is a foundational text on practical behavioural science, every retailer should read it, we at Uncrowd are honoured to have Phil’s unique expertise now available to us. Together we will continue to transform the next generation of customer analytics.”

Phil Barden is the founding Managing Director of DECODE marketing ltd and is an acknowledged global expert in the application of behavioural science to marketing and retail. After 16 years with Unilever, rising to Marketing VP, he completed successful spells at Diageo and T-Mobile.

He is now one of very few experts able to combine a practitioner’s perspective with a profound theoretical knowledge of behavioural science. Outside of DECODE’s commercial work, Phil lectures on behavioural science on various MSc and MBA programmes, and is a regular keynote speaker.


Uncrowd’s Friction/Reward Indexing™ (FRi™) answers retails most fundamental question “why do customers choose retailer x over retailer y?’, our innovative analytics platform with integrated AI and ML provides insights into shopper choice, behaviors and likelihood to visit for any given customer mission and mindset, and does so for both online and physical retail. The FRi™ platform provides clear answers and actionable insights on where and why a customer on a given shopper mission will shop.”

Uncrowd’s CEO Richard Hammond describes the platform thus, “Imagine a mythical street, a flow of customers floods down it, heading towards one store or website; imagine being able to play a card that then diverts them to you instead. That’s what we’re offering, up to 82 data-driven cards that show you the winning combination to make you the first choice in any given shopper mission.”

Uncrowd is an enterprise SaaS platform built in response to the desperate need for better customer analytics in retail. Partnered with Microsoft, Uncrowd’s FRi™ Platfrom is available through the Microsoft Azure Marketplace and direct from Uncrowd.

World experts and creators of the Friction/Reward Indexing ™, are the Uncrowd team; CEO Richard Hammond, author of the best-selling retail manual Smart Retail and CTO Rocky Howard, a creative systems specialist.

For more information:

Coral Tee, coral@uncrowd.uk



Richard Hammond: https://www.linkedin.com/in/uncrowdceo/

Rocky Howard: https://www.linkedin.com/in/uncrowdcto/

Phil Barden: https://www.linkedin.com/in/phil-barden-a20b903/

The Uncrowd

After the customer analytics herd there is the…

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