Trade marketing is a branch of marketing, defined as the action plans and strategies to transform the point of sale and make it more attractive to consumers in order to improve their shopping experience.
It’s ideal for all those companies that sell their products by third parties, such as supermarkets and shopping centers, however, it’s also something that can be applied to online points of sale.
At the end of the day, it’s about improving results through coordinated actions of sales and promotions that will make the consumer acquire the products offered in our business.
Trade marketing objectives
Trade marketing’s goal is to improve sale results focused on the distribution channel, mainly through points of sale, its strategies and actions, with the following objectives.
- Improve turnover at the point of sale.
- Promote and accelerate consumption and sales through the planning and coordination of promotions.
- Develop merchandising and branding.
- Generate more traffic in the points of sale.
- Search for new marketing channels.
- Create loyalty in consumers.
- Boost collaboration in logistics activities.
Undoubtedly what trade marketing mainly seeks is the optimization of processes in general.
Trade marketing elements
Its main difference compared to other marketing or advertising actions is that it takes joint effort between the supplier, manufacturer and the distributor.
In order to be successful, any of these actions (either merchandising or any other type) must be conceptualized, organized and coordinated between those responsible for the distribution channel and the manufacturer or supplier.
Through this effort, a suitable focus to the products is created so they are more attractive in the distribution channels where people move, generating a better relationship with your target consumer.
Trade marketing strategies for the points of sale
- Visibility
Put the products in a visible place, with full shelves and with striking elements.
As an example, take the toys shelves in supermarkets, which often have extra elements to captivate people’s attention.
- Price
Consider the price a buyer is willing to pay for a product, especially when compared to different brands. It’s important to be aware of the promotions and sales of the competition.
An example is the strategy used by supermarkets such as Walmart, where they compare different prices with shopping carts.
- Promotions
Use creativity to offer promotions on prices or free product as the typical BOGO, discounts on the purchase of another product, gifts, and so on.
- Promoters
They are intermediaries who are responsible for capturing the customer’s attention, offering samples, answering questions and promoting specific products.
- Assortment
Maintain a lot of options of the same brand but segmented for each type of consumer.
- Improvement of secondary aspects such as packaging
A good presence of the products generate an added value to the brand and to the point of distribution, which can result in a greater demand.
- Improve logistics
Delivering a product on the exact date, time and place is vital for sales, especially online.
As you may have noticed, it’s important to consider trade marketing within global marketing strategy, since a few simple actions to accommodate the presentation of products can have great importance to consumers.
en Mérida, Yucatán