Trade Marketing

Also known as: B2B Marketing, Channel Marketing, Shopper Marketing

Marketing strategy directed at distribution channels (retailers, distributors) to improve execution and visibility at the point of sale.

Trade Marketing is the set of marketing strategies and activities directed at the distribution channel—retailers, wholesalers, distributors—with the goal of ensuring that products are available, visible, and well positioned at the point of sale when consumers are looking for them.

Typical trade marketing activities: trade promotions (volume discounts, listings), POP (point-of-purchase) materials, special stands and displays, in-store sampling and demonstrations, negotiation of preferential shelf spaces, and channel loyalty programs.

Market research supports trade marketing with: promotional effectiveness studies, shelf share analysis, shopper insights, and trade activity ROI measurement.

Atlantia supports trade marketing teams with point-of-sale execution data through Shelftia and trade action effectiveness studies.