Grow year-end sales with trade marketing
An important season for trade marketing
Trade marketing connects strategy, planning and results through sales actions and point-of-sale campaigns. Understand shoppers' habits and define your customer persona before adapting actions to your market.
Seasonal periods such as year-end make trade marketing especially relevant. They create opportunities for product visibility, sales and customer retention.
Physical promotional materials can include shelf wobblers, panels, displays, header signs, shelf frames, wall graphics and monitor-side signs.
Allow enough time for the brief, design, production and delivery. Materials need to arrive on schedule and in good condition for the promotion to meet its goals.
7 trade marketing strategies to prepare
Year-end shopping creates opportunities businesses can use by meeting shoppers' immediate needs. Consider these points when planning campaigns.
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1. Understand your audience
Understanding buying behavior helps meet customer needs and avoid shortages or excess stock.
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2. Display prices clearly
Do not leave product prices unclear. This is a common mistake during promotions.
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3. Plan promotional actions
Promotions play an important role in year-end sales. PostALL LOG suggests special discounts, exclusive gifts or personalized loyalty programs for returning customers.
Planning is essential to a campaign's success. Photo: Freepik. -
4. Position product islands in the store
Extra visibility can help sales. Clearly marked product islands and endcap displays in busy areas make products easier to notice.
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5. A good print brief comes first
A creative brief guides production using business needs and insights while allowing necessary adjustments. The Seriana blog recommends covering objectives, design, graphic effects for sensory marketing, installation location and quantity.
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6. Visual communication
Visual elements attract attention and can support sales. The Sebrae study cited in this article reports increases of 12% to 40% associated with investment in visual presentation.
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7. Special bundles and combined products
Arrange purchases of key seasonal products in advance. Use special prices, tastings and attractive combinations without undermining margins. Bundle promotions or buy-one-get-two offers are examples.
Monitor stock, identify items held for longer and offer suitable prices to encourage turnover.
Effective strategies start with knowing your customers and making promotions relevant to them. Photo: Freepik.
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Trade marketing in food retail
Research by Web Jasper found that around 85% of food retailers lack strategically organized trade marketing, while manufacturers invest about 4% of revenue in this area.
In an interview with AS+ Varejo, AS+ Trade managing partner Eduardo Jaime explains that retailers often limit trade marketing to promotional calendars, extra display space and in-store promoters. He emphasizes the whole shopper journey, from choosing the product to checkout, in driving sales to the end customer.
A central objective is a close relationship between customers and the brand. Despite growth in retail adoption, many food businesses still do not use structured trade marketing. Implementing it can support growth and help stores follow market trends.
Trade marketing for year-end
October, November and December are important for retail and the production chain. Plan early and assign needs to departments such as marketing and logistics. Possible actions include:
- Point-of-sale decoration;
- Prize draws, gifts and discounts;
- Tastings and product demonstrations;
- Product islands in the store;
- Customer benefits clubs;
- Encouraging impulse purchases.
Analyze buying habits, market needs, supplier terms and sales indicators to plan effectively.
Find suitable products for your shelves
Good trade marketing planning helps stores make the most of year-end sales and customer relationships.
Want quality products and competitive terms for year-end? Contact Embrast's sales team through WhatsApp, by telephone or email now.
Sources: - https://www.squadrabrasil.com/blog/estrategias-de-trade-marketing-impulsione-suas-vendas-no-fim-de-ano - https://electiservicos.com.br/blog/trade-marketing-sazonal/#:~:text=O%20que%20%C3%A9%20o%20trade,Outros%20eventos%20com%20grande%20p%C3%BAblico. - https://postall-log.com.br/a-importancia-da-logistica-na-estrategia-de-marketing/ - https://postall-log.com.br/como-preparar-seu-trade-marketing-para-o-final-do-ano/ - https://www.sospdv.com.br/blog/por-que-investir-em-acoes-de-trade-marketing-sazonais - https://www.tiliform.com.br/trademarketing-varejo - https://www.squadrabrasil.com/blog/estrategias-de-trade-marketing-impulsione-suas-vendas-no-fim-de-ano