Consumer Insights And Trade Marketing
Brands are spending more to reach customers at the point of purchase or consumption, while retailers control the critical moments of purchase. By working together, brands and retailers can improve the consumer journey through to conversion. Brands must lead in the evolving consumer journey because the battle is now in the trade. Imagine having to decide which product to buy at a retail shop in the midst of competing brands. What do you think fuels impulse buying? The customer may not remember the different advertising on the products but would have to decide right there what brand to go with. Branding and placement of product information in retail environment aids decision making in favour of your brand. Understanding the profile of your customer, the decision corridor in the channels and placing the right materials in the right quality and quantity will make the customer’s decision easier and favourable to your brand. This is what trade or channel marketing is all about. Hi