A company was aiming to elevate its trade marketing effectiveness by creating a tailored set of proven strategies and a detailed improvement roadmap.
A company was aiming to elevate its trade marketing effectiveness by creating a tailored set of proven strategies and a detailed improvement roadmap.
Its primary goal was to learn more about how retail activities were managed through third-party retailers. This included a rigorous evaluation of performance-checking methods, ensuring adherence to promotional guidelines, improving retail data analytics, optimizing in-store promotions, and fostering stronger retailer relationships.
To achieve these objectives, the company collaborated with Expert Networks (ENs) on the ENC platform to leverage specialized insights from seasoned trade marketing professionals.
The expert networks the company got in touch with identified and engaged several professionals, including:
- Senior executives from clothing and technology firms with an international presence
- Consultants with over 20 years of expertise in compliance, offering proven frameworks to monitor promotional adherence and mitigate non-compliance risks
- Managers from merchandising companies, providing valuable insights into outsourced in-store execution and effective retailer training.
Structured expert interviews and interactive workshops helped to gather detailed best practices in mystery shopping, point-of-sale (POS) effectiveness, and compliance audits.
The expert insights helped the company to evaluate its current maturity levels, set clear performance standards, and create practical trade marketing playbooks.
Results achieved:
- Streamlined verification processes improved in-store compliance and the effectiveness of promotions
- Stronger relationships with retailers created a more collaborative partnership environment
- Greater strategic clarity enabled more focused and effective marketing campaigns
- Improved compliance skills led to increased operational efficiency and a higher return on investment (ROI).
The initiative provided the client with a solid trade marketing maturity model, setting a strong foundation for continuous improvement and strengthening its competitiveness.
