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By Jennifer Broere I read 3 min
20 January, 2023
Source: L. Chesser, 2019
As a trade & shopper marketer, I am constantly learning about the various aspects of shopper marketing and how they contribute to the success of a business. One area that has recently caught my attention is Trade & Shopper Marketing. In today's world, where e-commerce is growing at an unprecedented rate, it is important for businesses to understand the role of trade & shopper marketing in driving sales and growth.
As some already know, I started a new job as a trade and shopper marketing assistant at Granfood. I really enjoy my time here; I am learning a lot. I got increasingly interested in e-commerce. Trade marketing is a part I would like to learn more about in the coming years.
Source: Boxedwater, 2019
Trade & shopper marketing
Trade marketing refers to the activities that a company undertakes to promote its products to retailers, wholesalers, and distributors. On the other hand, shopper marketing is a subcategory of trade marketing that focuses on influencing the purchasing decisions of consumers at the point of sale. The goal of shopper marketing is to create a positive shopping experience for consumers and drive sales by providing them with relevant information and promotions. Point of sales material, like flyers woblers, and advertisements in retailmagzines are a few examples of essential ways to preform shopper marketing.
In this blogpost by Matt Press, he explains more about trade marketing and strategies. I would check this out if you learn more about this topic.
One key aspect of shopper marketing in e-commerce is data analytics. By tracking consumer behaviour and purchasing patterns, e-commerce retailers can gain valuable insights into consumer preferences, which can be used to tailor marketing efforts and improve the overall shopping experience.
Nielsen Data is a very populair and wide used tool that many marketeers uses to collect data and measure behaviour across all channels. For example, an e-commerce retailer may use data analytics to track consumer engagement with product recommendations and adjust them accordingly, or to target advertising efforts to specific consumer segments based on purchase history and preferences.
Next week, I will start my Nielsen data training at work. I am very excited to start working with this tool and learn more about consumer data.
In conclusion, trade & shopper marketing play a crucial role in the success of e-commerce businesses. By promoting products to wholesalers, distributors, and consumers and providing them with relevant information and incentives, e-commerce retailers can drive sales and growth and create a positive shopping experience for consumers. As a business student, I am excited to learn more about consumer data and how I can use it to succeed in the world of shopper behaviour.
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