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Digital trade marketing as a strategy to deliver the best experience at the digital point of sale

Monday, th Jul 2022 | Jéssica

Improve the shopper experience, ensure seamless execution on the digital shelf, increase sales and decrease cart abandonment rates. Learn how digital trade marketing influences the shopper's purchase journey and brings significant results to industry and retail. Layout vetor criado por storyset - br.freepik.com We know that the shopping experience is a crucial point for customer loyalty. Therefore, the role of trade marketing in the physical environment is to use a set of techniques to ensure the best form of exposure, differentiation and promotion of products at the point of sale, in order to make a product more visible among competitors, influencing the decision. of consumer choice. All this, through the distribution and execution of the product mix, category management, inventory management, actions at the point of sale and negotiation and relationship with distribution channels. But with the accelerated growth of sales in e-commerce, there was a need to bring trade marketing strategies to the digital environment. The essence is the same: to guarantee the best possible experience for the consumer at the point of sale, through an optimal display of products on the shelves with a focus on increasing sales - only on digital channels (whether they are their own or not) and with the advantage of collecting and monitoring in real time very relevant information in decision making. According to a Think With Google survey, retailers that have adopted digital trade marketing strategies have seen 2.5-3x increases in key performance metrics. And, when well executed, these strategies bring advantages not only to the industries, but also to their partners, since the industry communicates better with its consumers, helps them to have more information about a product, and consequently, ensures that retail can sell more. Through our solutions, we have followed this growth with our customers in recent years. Unlike trade marketing in the physical environment, where the consumer can pick up the product, in the digital environment this is not possible, therefore, shoppers consider other variables at the time of purchase, such as the evaluation of other consumers and information and descriptions of the items. In fact, this is one of the advantages of the digital environment: easily browsing through different retailers, comparing prices and having access to a multitude of information about the product. Thus, with a very dynamic market and with shoppers that need to be quickly impacted to reach the last click, decision making and the level of granularity of information need to be very large, since quick and correct action can guarantee significant impacts. in the results achieved. Still, trade marketing faces some challenges, including: How to reduce cart abandonment rate (according to a study by Barilliance, the global average cart abandonment rate in online stores is around 77.73%. One of the main reasons is the lack of product information);How to ensure that product pages in e-commerces have good content;How to ensure availability and variety of the product mix;How to deal with the omnichannel consumer, who is in several channels and can make the purchase in any of them. With that in mind, we’ve separated some tips to help your brand execute digital trade marketing. Check out: Content and reviews: always remember that the shopper is not physically interacting with your product, so the more information you provide, the safer he will be in making the purchase. Offer as much information as possible: a complete description, coherent titles, images from different angles, with as much detail as possible and in excellent quality, and videos on how to use the products. Also, ratings. They are decision factors for many consumers. Have a space for people to share experiences about your product through rating and commenting. Product availability: ensure that the commercial team is aligned with the strategies of the e-commerce platforms and that the purchase parameters are sufficient to supply physical and virtual stores. In addition, have a sales analysis system to predict how much inventory is desired in different situations and, finally, ensure supply with good supply chain management. Channels and integration of physical and digital: currently, the consumer experience takes place in several channels. The consumer is omnichannel, which means that during the shopping journey (which can happen both physically and online), he uses several contact channels and wants to have the same experience in all of them. Therefore, be present and with great execution in all of them and ensure that they are integrated: physical store, e-commerce, social networks or applications. E-commerce is like a showcase for brands. Therefore, it is necessary to ensure that the digital point of sale is perfect through good planning and monitoring of results. To do so, use actionable data and methodologies based on competitive intelligence to gain insight into how your products are represented in digital commerce and to efficiently manage content. Tools that distribute and monitor content with retailers, for example, help ensure content consistency across all retailers.

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July 04th, 2022 | Jéssica

Technology assists in sales and inventory management

Efficient solution allows for the correct management of sales and inventories, with a significant return. Demand analysts shaking hands from laptops screens and planning future demand. Demand planning, demand analytics, digital sales forecast concept. Pink coral blue vector isolated illustration Correct sales and inventory management does not only affect the organization of work. This task directly contributes to increasing a retailer's profits. After all, how to sell more if the product is out of stock, for example? In an increasingly online world, activity is also related to efficiency, an important point for customer satisfaction and loyalty. In this way, having a really efficient tool makes all the difference in managing this work, generating important insights. To learn more about the subject, it is worth knowing details of how a proven efficient solution works. In this mission, we had the help of Claudia Fajuri, Content Execution and Retail Relations Director at Intellibrand. Sales management solution In general terms, a solution for sales and inventory management aims to facilitate the organization and proper functioning of these departments, contributing to the agility in making assertive decisions. With the “house in order”, the performance of the production and sales areas becomes easier and more efficient, ensuring customer satisfaction and increased profits. Intellibrand's Sales Intelligence platform, for example, is composed of indicators such as: • Daily sales management; • Previsão de vendas móveis com cenários de demanda básica e impulsionada; • Mobile sales forecast with basic and driven demand scenarios; • Measurement of lost sales; • Behavior of the product mix in the retailer's online store. “Orders are daily integrated into the platform based on granular sales (item/store/day), allowing for real-time indicator calculations”. Fajuri also explains that, combined with sales integration, the platform also monitors assortment and stockouts, generating alerts about what is “missing now”. In this task, it relies on the help of Artificial Intelligence. “Visibility of Digital Execution opportunities and Content Injection Automation are also part of the solution that Sales Intelligence delivers to its retail partners with the target industries of daily monitoring”. Benefits for the retailer According to Fajuri, the retailer's main processes are managed through operational and executable indicators. Among the utilities, these data are important to evaluate: • Occurrence of sales losses; • Breakage indicator; • Supply suggestion; • Adjusted average sales potential rating of each product in the online store. In this way, sales and inventory management helps to assess whether digital strategies are yielding the desired return. In addition, it allows the diagnosis of the need or not to change the sales strategy. Management also helps to identify when a product is being well accepted or whether keyword searches from the retailer's partner industries return competitively on the virtual shelf. So for retailers who opt for a sales and inventory management solution, the benefits are many. Intellibrand's Digital Collaboration Program, for example, has no recurring costs for retailers. This is because it deals with the viability of the relationship with retailers fostered by the industries. “Without needing to access internal systems, each retailer's Intellibrand Platform allows user-friendly navigation with graphical views and high-volume data extraction”, highlights Claudia Fajuri. Another important point about Intellibrand's solution: as global industries are the company's customers, access to relevant manufacturers' assets becomes easier, such as images, titles and descriptions. In this way, the retailer and its suppliers are able to assess in a few views the result of daily sales, the number of orders invoiced, the average ticket practiced, the behavior of weekly turnover and the composition of the basket of products. Insights generation With the help of the right tool, data can generate important insights for sales management and inventory management. “The dashboards are intuitive in the segmented analysis from the retailer's point of view. The platform publishes which are the most sold products (provision of inventories) and least sold (trade digital marketing)”. According to Claudia Fajuri, the demand forecast presents scenarios that measure the expected sale, the stimulated sale and the suggested stock for the next 7 days. With this, the solution suggests the provision of supply and elasticity of turnover in volumes. To make it easier to understand, let's go to the definitions: Expected sale: this is the sale without any specific action. Shows the normal series of base sales for the period. Stimulated sales: sales that had a driver, which increased turnover, reproducing the best moment of the product in the store Inventory suggestion: it is the extrapolation of the biggest possible sale of the store, avoiding lost sales and ruptures. This tracking of daily sales provides numerous benefits to the retailer. The biggest one, in Claudia Fajuri's opinion, is exactly the increase in sales based on the adequate provision of inventories and the fight against lost sales caused by stockouts. "Performing this type of daily monitoring of online sales, retailers and industries can work together towards the goals planned daily." This also allows us to act in a mirrored view of sales and content indicators, also guaranteeing the offer of the “Perfect Store” in the consumer's shopping journey and the availability of products. To find out how Intellibrand can help improve sales and inventory management, just contact an expert!Blue Studio Estadão

April 05th, 2022 | Jéssica

Share of Voice: what is it and how important is this KPI in your brand strategy?

Want to know how your brand is performing against the competition? Start measuring share of voice (SOV) and determine your position in the market. As brands find new channels to promote themselves, more data emerges to track and measure. But, which metrics are really important for your business? Share of Voice (SOV) is a metric that brings your brand's popularity and visibility in relation to competitors in the media. In a very simple way, the SOV measures the volume of matters related to your business. Traditionally, it was a metric that measured the share of a brand's advertising in paid media: print, radio or TV, as that was what could be tracked. Currently, with eyes on the digital environment - where everything is mappable - the term has been expanded to include all forms of measurable brand exposure/mention. Therefore, it captures all appearances of your brand, whether through organic searches, social media, PR, links, website traffic, PPC (pay-per-click) or other means. How is SOV calculated? If you are looking for your company's share of voice, marketing tools can be useful as they will provide you with data about your brand and your competitors. To get the result, you must divide your brand mentions by the sum of your brand and competitors' mentions. Then multiply that number by 100 to find the percentage. Share of Voice = Brand Visibility / Total Market Visibility x 100 For example, if the metric representing your brand is 20 and the metric representing the total in your industry is 50, your SOV will be 40% How to increase my brand's SOV? Always be active Always be present and actively on all platforms where your target audience is, whether Instagram, Facebook or others. Don't just use them as content distribution channels. Engage with your audience, respond to comments, be aware of what is happening in your industry, in the world and in the behavior of your consumers. The American fast food chain Wendy's and McDonald's are examples of brands that actively interact with their consumers, using their own fun language. Create memorable relationships and experiences If SOV captures all the mentions of your brand in the digital environment, nothing better than getting people to say positive things about you spontaneously. Offer personalized service and create meaningful experiences. A good example is Nubank, which has a completely humanized service that goes beyond problem solving. Create relevant content Invest in relevant and valuable content that makes your audience want to share, whether educational, informative, inspirational or entertainment. In addition, e-books, infographics and articles, for example, are also great options for relevant and shareable materials. SEO optimization Make content easier to find organically on search engines by ranking better for keywords that drive the most traffic to those organic results. Go beyond the digital universe Although digital channels are better measured, it doesn't mean that all your efforts should be channeled there. Think about where your marketing efforts might work to drive engagement, for example an event or any other impactful offline action. Advantages of Evaluating SOV SOV is a very important metric to know your position and that of competitors in the market, because the higher your brand's SOV, the greater your "voice" or visibility in the market. Furthermore: - To get to know your consumers through interaction with your brand and to know which channels they use to do so.- What types of interactions work best with your consumers.- Evaluate the success of your campaigns and whether the media used have been effective so that you can better direct investments to future campaigns and improve your results. SOV can also be used on e-commerce sites and retailers as they have become important media channels. That's why it's important to have an automatic mention monitoring system to see how your brand is participating in retailer communications. A usual way of brand communication in online retail is through banners, which can have an institutional claim with the objective of generating awareness for the brand or some campaign, as well as being used to communicate a promotional action. In all cases, it is important to be aware of how this media channel is being exploited and if its objectives are being achieved. Analyzing your Share of Voice doesn't just cover how much the conversation is about your brand, but how your customers are thinking, so listening to them is essential.

March 23rd, 2022 | Jéssica

Quick Commerce to Multi-Channel: Which trends will continue to rise in the business sector this year?

The pandemic changed the relationship between brands and consumers, consolidated new shopping habits and revealed new trends for the retail market. With drastic and accelerated changes, largely driven by the pandemic that generated new habits during periods of isolation, the relationship between retail and consumers was completely affected. And, to serve this consumer - increasingly demanding and looking for facilities, new trends began to emerge and many others that already existed, gained even more strength and are being added to brand strategies, demanding more attention than ever: Payment methods Pix, an instant payment method, has gained a lot of strength and has already recorded more than 1.2 billion transactions between November 2020 and November 2021, according to data released by the Banco Central do Brasil. Fast, it allows purchases to be completed easily, unlike a payment via boleto, for example, which requires several steps such as printing and confirmation. With this, pix also contributes to a shorter product delivery time and a lower cart abandonment rate, as the transaction is carried out in seconds, allowing the establishment to start the process of picking and shipping the product without having to wait. approval of the purchase or payment of the ticket. Instant delivery or Quick Commerce Who delivers in a short time and at a lower price, wins over the customer - and we are not talking about days, but minutes or hours. The demand for increasingly faster deliveries creates an opportunity for strategic retail differentiation. For this, companies must bet on new operational and logistics models that reduce the distance between the distributor and the consumer. At Mercado Livre, Daki or Rappi, for example, it is already possible to buy and receive goods on the same day. The reality of the Metaverse Offering immersive entertainment and shows experiences is the big trend towards digitalization of experiences, which previously only happened in the physical world. The metaverse is a place where consumers can experience brands, shop, meet people and walk through an avatar with a high level of shopping experience. Big names in the industry and retail have already joined this wave, as is the case with Carrefour and Nike. Nike created Nikeland last year, an interactive platform within the Roblox game. Live Commerce The sale of products from live broadcasts on social networks has gone viral. Products are shown during lives and their offers are available for purchase within 24 hours after the live. With this, there is a direct interaction between the brand and the consumer, who can solve their doubts at the time and understand how a product works through a demonstration. In addition, many brands - such as Americanas, a pioneer brand in this format and that uses influencers during these broadcasts, further increasing engagement with their audience. In November 2020, Americanas held the Black Friday Show following the live commerce model and brought together 5.5 million unique people during the live. Social Commerce Online sales strategy where there is social interaction or a community of people. Some sales modalities use social networks - Facebook, Instagram, WhatsApp, etc., for this. Instead of directing the consumer to a marketplace or e-commerce, brands integrate a virtual store with social networks, allowing the consumer to buy through these channels, keeping the entire shopping experience in one place. It is worth remembering that social networks are already used as a research tool, search for opinions and evaluations or as a point of contact with brands. Another important issue is influencers and content creators, who also play a key role within social commerce strategies, as they give brands even more visibility. , probably, the ones that should be most engaged by this type of approach.Although not new, according to an Accenture report, this modality is expected to grow more and more in the coming years. The integration of the physical with the digital The consumer's purchase journey has changed and does not only involve going to the physical store to make the purchase. Now, this journey becomes a hybrid, integrating digital and physical purchase channels. It does not matter in which channel the consumer came in contact with a brand, it is necessary that they are all integrated, allowing processes such as buy through the website and withdraw in store, or buy online and exchange in the physical store, involving the visualization and proof of the product, for example. Amazon, for example, thinking of further improving the customer experience, will open Amazon Style, the first physical clothing store, later this year. The buyer, who is in the store, opens the Amazon Shopping app and when he finds a garment he likes, he scans the QR code and can see sizes, colors and reviews from other customers. Deciding to try it on, click to “send” the item to the fitting room. All this through an app. It is worth remembering that a good omnichannel strategy, in addition to creating a unified experience, can also increase customer retention. Machine Learning Method that analyzes and breaks down large volumes of complex data into actionable insights capable of making predictions and anticipating trends to help brands make decisions. In retail, in addition to bringing brands closer to the desires of users and offering highly personalized product recommendations, it also helps to predict sales peaks in the market through accurate data analysis. Brands that are aware of these trends and that understand this new transformation faster will come out ahead in the dispute for consumers, as an online presence is increasingly necessary. In addition, they will be able to generate good shopping experiences, directly affecting your business and ensuring an even greater competitive front.