{"id":7268,"date":"2019-06-19T08:22:22","date_gmt":"2019-06-19T06:22:22","guid":{"rendered":"https:\/\/sbshoppingbasket.com\/?p=7268"},"modified":"2023-11-15T14:37:29","modified_gmt":"2023-11-15T13:37:29","slug":"trade-marketing-boost-your-sales-at-the-point-of-purchase","status":"publish","type":"post","link":"https:\/\/sbshoppingbasket.com\/en\/connect-magazine\/trade-marketing-boost-your-sales-at-the-point-of-purchase\/","title":{"rendered":"Trade Marketing: boost your sales at the point of purchase"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">What\u2019s trade marketing?<\/h2>\n\n\n\n<p><strong>Trade Marketing<\/strong>\u00a0is an effective tool to help brands to stay in the market, with a special focus at the point of sale, which provides a great boost to encourage the purchase.<\/p>\n\n\n\n<p><strong>These are the main goals of trade marketing:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stock rotation at the point of sale.<\/li>\n\n\n\n<li>Promoting and boosting sales through the planning and coordination of promotions.<\/li>\n\n\n\n<li>Developing merchandising and branding to increase traffic at the point of sale.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"http:\/\/resources.sbshoppingbasket.com\/eng\/ebook-retail-2-customer-experience\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/sbshoppingbasket.com\/wp-content\/uploads\/2019\/05\/banner-web-1024x250-ebook2.jpg\" alt=\"customer experience ebook\" class=\"wp-image-87349\" title=\"\"><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Trade marketing basic functions:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Promoting the product at the point of sale.<\/strong>\n<ul class=\"wp-block-list\">\n<li>The trade marketing manager is responsible for designing the action plan in the POP (point of purchase): duration, objectives, design, and budget.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Being aware of the trends and needs of consumers.<\/strong>\n<ul class=\"wp-block-list\">\n<li>The PDV has to surprise and cover the needs of the consumers to attract them and encourage them to buy.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Optimizing all parts of the purchase process:<\/strong>\n<ul class=\"wp-block-list\">\n<li>The Trade Marketing manager has to execute an action plan to adapt a competitive offer to the consumer and reduce expenses to increase profits.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Positioning the brand positively at the top of the mind of the consumer.<\/strong>\n<ul class=\"wp-block-list\">\n<li>This part of the action plan will get results in the medium term.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Keys to carry out a successful Trade Marketing strategy:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Availability of products<\/strong><\/li>\n<\/ul>\n\n\n\n<p>It is vitally important to estimate sales forecasts well as well as periodically check the provision to avoid stock breakages. In the event that the consumer does not find availability, there is a risk that they will go to the competition.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Price<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This is an important factor when it comes to both attracting customers and when converting.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Promotions<\/strong><\/li>\n<\/ul>\n\n\n\n<p>2\u00d73 type promotions or discounts are always a good tactic to attract buyers. According to the&nbsp;<a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/ie\/Documents\/ConsumerBusiness\/2014-deloitte-ireland-consumer-tracker-2014.pdf\" rel=\"nofollow noopener\" target=\"_blank\">Deloitte study<\/a>&nbsp;on the prospect of buying promotions and rebates, it is observed that half of buyers only acquire goods if they are on sale.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Branding in the PDV<\/strong><\/li>\n<\/ul>\n\n\n\n<p>It is important to place advertising at the level of the client\u2019s eyes to capture their attention. Similarly, placing props at eye level is a way of attracting attention. In addition, this prevents the POS from appearing empty if the genre has been sold.<\/p>\n\n\n\n<p><strong>Importance of heights in the POP:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image alignleft\"><img decoding=\"async\" src=\"https:\/\/sbshoppingbasket.com\/wp-content\/uploads\/2019\/04\/eye-level-POS.jpg\" alt=\"\" class=\"wp-image-86681\" title=\"\"><\/figure>\n\n\n\n<p><strong>1)&nbsp;<\/strong><strong>Stretch level (above 1.80 m)<\/strong><\/p>\n\n\n\n<p>Little attention on the part of the consumer since it does not attract attention and requires effort.<\/p>\n\n\n\n<p><strong>2) Level of the eyes (1.20-1.50m)<\/strong><\/p>\n\n\n\n<p>At this level, the products receive 35% more attention. It is perfect to put high profitability products.<\/p>\n\n\n\n<p><strong>3) Touch level (0.90m \u2013 1.20m)<\/strong><\/p>\n\n\n\n<p>It is the perfect height for children. Hence, sweets and products that attract your attention are at that height.<\/p>\n\n\n\n<p><strong>4) Crouching level (below 0.90m)<\/strong><\/p>\n\n\n\n<p>The elderly and disabled do not usually want to bend over. However, heavy products are usually placed here for safety.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Practical applications of Trade Marketing:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Actively listening to the three actors involved.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>All the problems that arise must be known by the departments that are responsible for solving them<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Importance of packaging.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The manufacturers have to take care of the packaging of the product since it is a decisive factor when acquiring a product or another.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Increasing desire to buy.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>To promote sales, a good trade marketing manager will dispose of tasting and demos for their customers, create loyalty programs, and make well-publicized promotions in different channels, contests, gift checks, etc.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cut delivery times.<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The voracious competition of companies such as Amazon that offer deliveries in less than 24 hours, obliges the rest of suppliers to speed up the delivery.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"http:\/\/resources.sbshoppingbasket.com\/eng\/ebook-retail-2-customer-experience\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/sbshoppingbasket.com\/wp-content\/uploads\/2019\/05\/banner-web-1024x100-red-ebook2.jpg\" alt=\"customer experience ebook 2\" class=\"wp-image-87375\" title=\"\"><\/a><\/figure>\n\n\n\n<h2><span style=\"color: #000000;\"><img decoding=\"async\" class=\"alignnone wp-image-102839\" src=\"https:\/\/sbshoppingbasket.com\/wp-content\/uploads\/2021\/12\/email-300x300.png\" alt=\"email\" width=\"50\" height=\"50\" title=\"\"> Sign up for our newsletter and be the first to receive our articles!<\/span><\/h2>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js-eu1.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n\tregion: \"eu1\",\n\tportalId: \"24883085\",\n\tformId: \"9d57a4a6-252b-4a8d-bdb2-88cbacb53b7f\"\n});\n<\/script>\n<div id=\"gtx-trans\" style=\"position: absolute; left: -38px; top: -12.8667px;\">\n<div class=\"gtx-trans-icon\" style=\"text-align: center;\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What\u2019s trade marketing? Trade Marketing\u00a0is an effective tool to help brands to stay in the market, with a special focus at the point of sale, which provides a great boost to encourage the purchase. These are the main goals of trade marketing: Trade marketing basic functions: Keys to carry out a successful Trade Marketing strategy: [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3446,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[320],"tags":[],"class_list":["post-7268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-equipment-strategy"],"_links":{"self":[{"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/posts\/7268","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/comments?post=7268"}],"version-history":[{"count":1,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/posts\/7268\/revisions"}],"predecessor-version":[{"id":7269,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/posts\/7268\/revisions\/7269"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/media\/3446"}],"wp:attachment":[{"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/media?parent=7268"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/categories?post=7268"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sbshoppingbasket.com\/en\/wp-json\/wp\/v2\/tags?post=7268"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}