How to marry over-the-counter retailers with their suppliers
Our mission at socialPALS is simple: We match a dream couple who are meant for each other. With our help, local retailers tie the knot with their suppliers. Because the two partners are made for each other: the brands’ elaborate digital campaigns on the one hand – and brick-and-mortar retail with its daily, direct contact with customers on the other.
Trade marketing: Definition "in a nutshell"
The retailer promotes their products in the place of business environment – trade marketing could not be summarized in more essential terms. Of course, we at socialPALS also know the academic definition of its four markets. And logically, the procurement, competitive, and internal markets are also crucial for retail marketing.
Explained in soccer terms: “What’s important is on the field!” For retail, this means: “What’s important is with the customer!” That’s why we focus on sales marketing here in the blog. In other words, the area where you meet your customers most often and where you address them best – and that brings us back to local retailers and retail marketing.
The future is digital - that includes trade marketing
For the big brands, it is clear that a large part of their communication with end consumers occurs via the Internet. Of course, offline communication and customer contact still play a role in most brands’ marketing. For example, in the form of folders, catalogs, or displays at the point of sale. But the advantages of digital measures can no longer be dismissed even and especially if sales in the analog world of bricks and mortar retail are a key pillar in the sales concept.
Obviously, placing analog ads in the local or regional press with the local retail partner is possible. But the effort required for this in terms of coordination is enormous. And in view of the unavoidable wastage, it is usually disproportionate to the benefits.
In contrast, the benefits of digital are CI-compliant uniformity of the brand presence, precise targeting of the target groups, and increased brand presence. In other words, brand communication on the web means maximum efficiency with minimum wastage.
Sales marketing - the secret superpower
The focus on digital trade marketing also unites two areas of manufacturers into a single, potent force. The pragmatically sales-driven sales distribution sector, with its close contact with and resulting deep understanding of the retailers, and the visionary marketing department, which looks at the big picture, are offered opportunities and possibilities. Both areas can work closely together. The potential and synergies arising from modern sales marketing are enormous.
Digital touchpoint, analog conversion
The retail sales partner is also given a way to remain visible in the digital world and retain those of its customers who inform themselves online before making a purchase decision. Despite all the digitalization, local and regional sales markets are still crucial for many goods. Precise knowledge of the needs and wishes of customers and the opportunity for personal sales discussions with highly individualized advice is a power that other sales channels do not have. Nevertheless, the customer journey’s first touchpoint is almost invariably in the digital world.
This makes it even more critical for manufacturers and suppliers to provide local retailers with tools to guide customers from there to their points of sale. Social media activities and channels are now par for the course, even for small and micro retailers. However, regular use of these channels often falls short. And when they are, the quality of the content often leaves a lot to be desired. High-quality brand content rarely ends up here. It’s too stressful for the retailers and takes too much time and effort for the brand sales team to address them individually. So what both lack is a mediator that connects the golden kin…
socialPALS – the "missing link" in trade marketing
Yet this solution exists – in the form of a trade marketing platform. At socialPALS, brands and local retailers come together. The cloud-based software solution offers retailers simplified access to digital brand campaigns – and brands retailer channels with high credibility. Credibility and impact to the max. Win-win, in other words – with just a few clicks to boot. How does it work? We’ll be happy to show you!
Act today and use your MDF more effectively!
socialPALS brings brands and retail partners together and creates a win-win situation that unleashes previously untapped potential. The innovative software solution simplifies complex processes through automated trade marketing and strengthens stationary retail through regional brand campaigns. Get your obligation-free platform demo today and become part of the socialPALS success story.