relationships into shared growth
The GCC FMCG market
Retailers have more supplier choices than ever. Suppliers are fighting for shelf space, stronger partnerships, and better commercial terms. In a market where relationships drive results, the difference between winning and losing comes down to how well you understand your position.
ADVSELL helps FMCG suppliers and retailers in the GCC grow through better data, stronger teams, and smarter tools.
Our expertise
We combine retailer feedback, competitive benchmarking, and actionable insights to help suppliers improve relationships and grow in the GCC.
The Advantage Method
Here’s how we turn raw retailer feedback into a clear, actionable plan to grow your performance and partnerships.
Ratings and Rankings
See exactly where you stand against competitors in the eyes of retailers.
Interviews
Capture honest sentiment and commentary that drives focus on what matters most.
Insights
Identify strengths, weaknesses, and opportunities with a prioritized roadmap for improvement.
Track Progress, Monitor
year-over-year improvements and prove your commitment to real growth.
Built in the GCC.
Built for the GCC.
Founded by Jean-Marc Gilg, who spent years on both sides of the supplier-retailer table, ADVSELL understands that this relationship is often the single biggest driver of growth. As the official GCC partner of the Advantage Group, it introduced the global benchmark standard to the region and has since expanded into commercial training and retail technology to support the full supplier-retailer cycle.
49
Global markets covered by the Advantage Report
130,000
Number of retailer and supplier
50+
Leading FMCG brands served across the GCC.
10+
Years of experience in the GCC market
Jean-Marc Gilg
Founder & CEO
Itziar Irusta
Founder & CEO
Martin Gilg
Marketing & Growth Manager
Dinesh Purohit
Commercial Director
Isabelle Gilg
Administrative Director
Alicia Risley
Program Manager
What our clients say
Bayara has partnered with ADVSell in crafting the majority of our sales training materials and courses. The ADVSell team's profound understanding of FMCG and Modern Retail has proven invaluable for our company, benefitting everyone from our Frontliners to Key Account Managers. Over the course of almost a decade, our sales team has consistently enhanced their competencies and performance, thanks to the implementation of the sales academy.
Jean-Marc Lourau
Former CEO Bayara / Savola Foods - Bayara
ADVSell played a pivotal role in shaping Twinings' Modern Trade strategy and subsequently supported us in achieving significant business results with our distributor partners in UAE and KSA. Having a team that comprehensively understands local markets and effectively drives KPI achievements has been a tremendous added value to our collaboration.
Gildas Ricordel
Former MENA Head / Twinings
Collaborating with Advantage Survey has proven to be a strategic asset for our retail operations. The platform has empowered us to deliver precise feedback to our suppliers, resulting in significant enhancements in our overall relationship. Moreover, the insights gained have uncovered cost-effective opportunities, particularly in the realm of strategy communication.
Tom Harvey
General Manager Commercial / Spinneys LLC
Advantage Group's annual survey has been instrumental in enhancing our engagement with key manufacturers and suppliers at MAF. The platform offers valuable insights and benchmarks for our joint business plans fostering improved communication, more frequent & structured meetings, and ultimately delivering superior results.
Luc Charrier
Former Head of merchandising Omnichannel UAE
At P&G, Advantage Survey has been a cornerstone for monitoring our performance with retail partners for years. The detailed feedback and insights empower us to engage in strategic discussions with retailers and provide crucial support to our distributor teams in daily operations. The tool effectively reinforces our commitment to a customer-first attitude in the market.
Mehdi Khadraoui
Senior Director Global Customers / Procter & Gamble
