To understand what Digital Trade Marketing is, we must know that it is a branch of marketing that is applied in the distribution channel . That is, it is the set of strategies and actions that are carried out with the aim of transforming the point of sale, making it more attractive for consumers and, thus, allowing them to have a better experience during their purchases. In it, both the manufacturer (supplier) and the wholesaler (distributor) set objectives, strategies and action plans to optimize and improve their relationship, thus achieving greater profitability and providing better customer service.
Trade marketing encourages a company to promote its product to a bulk sms pakistan retailer , so that the latter can promote it better than its competing retailers. An example of this can be seen in supermarkets, where items located on the middle shelves are better positioned in the consumer's view than those on the upper or lower shelves. Any company can carry out this set of strategies, but the conditions of the contract are set by the party best positioned in the market, in our example, the supermarket.
What are the objectives of Trade Marketing?
Trade Marketing objectives can be focused on two different areas: wholesalers and physical points of sale . The first is essential to ensure that the product is widely distributed in different points of sale for the final consumer. The second is the retailers. And, as a final objective, these two paths are united, ensuring that the product is placed in a privileged position , with sufficient repertoire at the physical point of sale. This privileged position is achieved with multiple techniques : increasing product rotation at the point of sale, planning promotions, producing merchandising and generating traffic to the store and with innovative methods that attract the buyer's attention and improve their experience, such as Digital Signage: Digital Signage or Dynamic Advertising , in order to accelerate consumption and sales.
What advantages does Trade Marketing offer?
Optimize the supply chain , thanks to greater communication between manufacturer and distributor, which will help reduce the bullwhip effect .
Improve turnover at the point of sale by improving the supply chain .
With the support of Shopping Marketing, you can better understand how a buyer carries out their purchasing process.
Allowing the manufacturer to obtain greater profitability and optimise sales thanks to the competitive advantage it has over its competitors. In addition, its brand image is improved.
It also allows the distributor to obtain products and promotions that are more suitable for their business, thus obtaining a competitive advantage and improving their profitability.
Both parties can improve customer loyalty to the brand due to this commercial synergy.
