3 Keys to Effective
Trade Marketing

Trade marketing serves as an integration area between manufacturers, retailers and shoppers, and its importance lies in the strategic nature of its structure — ensuring that products at a retailer are available to consumers in a thoughtful way, with the goal of increasing basket size and creating a genuine shopping experience.

When we visit a point of sale, we are very likely to choose a specific retailer because of its location near our home, low prices or because it carries products and brands that other stores do not.

Whatever the reason for shopping at a particular retailer, the truth is that in every store, the arrangement of merchandise, pricing, advertising and visual materials to attract the target audience are basic and necessary elements to achieve the main objective of effective trade marketing: selling more.

With that in mind, here are 3 key points for effective trade marketing.

Product availability for effective trade marketing

A large percentage of shoppers who visit a store and do not find the products or brands they prefer will very likely switch stores in a short period of time. This highlights the importance of offering a good assortment to keep customers from going to your competition.

Pricing

Although price is not the only factor influencing where people shop and which products they buy, it is a key factor for consumers — especially when household budgets are tight.

A large percentage of consumers compare product prices across different stores, so having competitive pricing will help the point of sale attract more shoppers and, consequently, increase the average ticket.

Implementing promotions

Offering buy-one-get-one-free deals, 3-for-2 offers, discounts, coupon exchanges and many other promotions continue to work at the point of sale. They also allow the retailer to measure ROI more easily.

These are some tips that make trade marketing effective and help your business grow.