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plan-apps lobster

We're cutting
the crab

Lobster and its technologies have come together to form Plan-Apps.

6 years ago Lobster began partnering with FMCG brands to harness the power of commerce marketing. Our passion to help brands drive campaign performance, and an increased return on their media investment, sits at the heart of what we do.


To measure performance you need data. Which is why we built Plan-Apps. The operating system for commerce marketing built by commerce marketers for commerce marketers.


With over 4,000 users, £1.25B media spend evaluated & over £136M of media booked and planned it’s fair to say Plan-Apps has officially become bigger than the shellfish itself. We're therefore thrilled to announce we’re officially cutting the crab, and retiring the Lobster agency brand, to take Lobster’s proprietary technology to the next level. 

Our dream of being the leaders in connected commerce marketing remains, so do our brilliant teams, and as new retailers, brands and agencies continue to sign up to the platform every day, it’s safe to say it’s not really goodbye at all.


On that note, Hello! And welcome to Plan-Apps. The operating system for commerce marketing.


If you’re ready to plan your commerce marketing smarter, learn faster and measure results more consistently and reliably than ever have before. Come say hi back. We’d love a friendly chat to see how we can help

Team Plan-Apps x


commerce marketing investment evaluated

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evaluations completed



media investment evaluated/month

We empower these leading FMCG brands

What do we offer?



Plan-Apps is our data rich online operating system that empowers brands to plan, manage and measure commerce marketing campaigns effectively.

Powered by extensive cross-retail data, our tool offers unparalleled insight into what works and importantly, what doesn’t.




We measure the performance of every aspect of a commerce marketing campaign to deliver actionable insight to our clients.

This enables brands to make smarter investment decisions in the future, to deliver an increasing return on investment.




Commerce marketing is changing faster than ever before.

To enable brands to stay ahead of the competition, we support them from the bottom to the top to develop clear, actionable insights and strategies to enable them to deliver more effective commerce marketing campaigns.


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Commerce marketing is still one of the least well-understood disciplines.

Whether it’s about measurement technique, objective-led planning or navigating the complex retail environment, we support commerce marketing teams to learn, grow and adapt to this constantly changing environment.

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