How Trade Media Wins Over Retailers

Brand Guide: How Trade Media Can Improve Your Business

Trade media is the number-one way that retailers find out what’s going on and what’s new in the industry.

Retailers look for new products and brands to work with – and review category features to gain insight from suppliers and fellow retailers alike.

They will – as confirmed by both Nishi Patel, owner of Londis Bexley Park in Dartford, Kent and Amy Sohal, owner of Ken’s Convenience (Premier) in Cheshire – coincide this with trade marketing to enhance their businesses.

How Retailers Find New Brands

“We always look for new releases in the trade press and find what takes our fancy,” Patel explains. “This could be through the product sections in magazines or in features ­– we look everywhere.”

If Patel finds a brand or product he has yet to stock, he’ll research the manufacturer and reach out to them directly. “I recently saw a product online, but it was exclusive to a specific company. However, I have a good relationship with the rep, so I reached out to see if it’s possible to get some in.”

If this process fails, he’ll look to his wholesaler. “They get quite a few exclusives and it’s an easier process to get products in because they do most of the legwork,” he says. 

Sohal follows a similar process but reaches out to Booker. “I check online and if they don’t stock that line, I challenge them and ask why.”

If that doesn’t work, Sohal reaches out to the supplier directly. Most recently, this was Hell Energy: “I didn’t stock it before and it’s very new,” she says. “We were struggling to stock it, so the company sent their rep out who gave us some trade marketing assets to help sales.”

Both retailers, however, agree that retailer recommendations are what they’re ultimately looking for when finding new brands and products within trade media.

Why Providing Insight as a Brand Is Important

“Insight from suppliers is important, especially when discussing why they’ve launched a specific product. They’ve got the funding and backing to dive into why a certain product or flavour is important for the market, and it’s interesting for us to know, too”. Patel explains.

For Patel, the insight from brands could be the difference between stocking it or not. He looks at why the product has been launched, which is usually explained in category features within trade press, before deciding if it will work for his store and demographic.

“If it’s being launched because premiumisation is an increasing trend, I’ll move on to thinking about whether I can sell a premium product,” he says. “It’s about using their insight, applying it to your own knowledge of your business and customers, and making the right decision for you.”

Sohal, however, is more interested in retailer reviews, especially when it comes to knowing what products to stock. “Retailers have tried and tested these products, so I’m more inclined to listen to them,” she says.

“I read all the advice suppliers and brands offer, however, and take it with a pinch of salt because it might not apply to my business. I take what resonates with me”.

How Utilising Media Marketing Can Improve Sales

Effective trade media marketing can not only help excite retailers about your upcoming launch, but enhance their in-store theatre, too.

Retailers want bright, colourful marketing assets that are going to stand out, as noted by Patel. He adds that retailers need supplier help to advertise new products.

“The social and marketing assets suppliers create are miles apart from what we can make ourselves, but we want options”.

The retailer works closely with suppliers and says collaborating with retailers will help elevate your trade marketing and its success.

“By working with suppliers on their retailer panels, we’ve been able to guide brands on new releases and PoS designs that work for us in store,” he says. “And there’s been a clear uplift in sales by getting access to this, while giving us options”.

Above all, retailers believe it’s all about the relationships you hold with them.

“We attend events and suppliers approach us directly,” Sohal explains. “But I also attend monthly meetings with Booker to discuss new products and issues, and we also hold relationships with trade press journalists.”

Patel echoes this and adds: “Sometimes it’s about who you know rather than what they produce.”

Using the Right Platforms to Advertise New Products

The way retailers consume information is forever changing. Some retailers still prefer print, while others prefer online or through apps.

“We largely use print titles, which is where we also get a lot of trade media marketing ads,” Patel says. “The likes of RN, Retail Express, Asian Trader and The Grocer are our go-to.”

Sohal, however, prefers to consume marketing assets and ads online or through email. “If it’s a new launch, I want to know about it straight away, so getting supplier ads through emails is best for us.”

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