Riassunto analitico
The thesis “Trade Marketing: A Store Specialist experience in France” analyses the key points of supplier-retailer relationship in order to better reach the final consumer.
In the first chapter will be defined the Trade Marketing concept, that is those marketing strategies addressed to intermediaries. This concept is so crucial because distributors can influence the shopping behavior of final consumers. Thanks to a strong supplier-retailer relationship, the two parties are able to obtain better results. Furthermore, the evolution of the relationship will be explained: from the ‘60s, when distributors were passive actors, until nowadays, when retailers have become autonomous, essential and active in influencing the shopping behaviors. Then, I will present the trade marketing mix, as the set of levers used in order to improve the relationship. Among the levers, in-store activities are very significant in order to reach the final consumers. This is the reason why, companies introduce the professional figure of Store Specialist: he/she is essential to improve the brand visibility in-stores, and determinant to obtain better results in terms of sales.
The second chapter will examine in depth how to create value in-stores. In particular, the Shopper Marketing approach will be discussed: it understands how a brand’s target consumers behave as shoppers, taking into consideration the shoppers’ shopping behaviors and the criticality of point of purchase, as places where decisions are made. In this context, the store loyalty plays a crucial role: due to the covid-19 pandemic, the brand loyalty has lost significance, on the contrary the store loyalty has become very important. The major levers to create value in-stores will be presented, focusing the attention on experiential levers.
The last chapter will focus on my experience in France as a Store Specialist. After a general view of the French distribution system, Group Casino, and Monoprix, will be described. Taking into consideration the levers described before, the thesis will focus on the importance of Store Specialist’s activity: as a figure of connection between the supplier and retailer, as well as crucial to reach better results influencing shopping behaviors.
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Abstract
The thesis “Trade Marketing: A Store Specialist experience in France” analyses the key points of supplier-retailer relationship in order to better reach the final consumer.
In the first chapter will be defined the Trade Marketing concept, that is those marketing strategies addressed to intermediaries. This concept is so crucial because distributors can influence the shopping behavior of final consumers. Thanks to a strong supplier-retailer relationship, the two parties are able to obtain better results. Furthermore, the evolution of the relationship will be explained: from the ‘60s, when distributors were passive actors, until nowadays, when retailers have become autonomous, essential and active in influencing the shopping behaviors. Then, I will present the trade marketing mix, as the set of levers used in order to improve the relationship. Among the levers, in-store activities are very significant in order to reach the final consumers. This is the reason why, companies introduce the professional figure of Store Specialist: he/she is essential to improve the brand visibility in-stores, and determinant to obtain better results in terms of sales.
The second chapter will examine in depth how to create value in-stores. In particular, the Shopper Marketing approach will be discussed: it understands how a brand’s target consumers behave as shoppers, taking into consideration the shoppers’ shopping behaviors and the criticality of point of purchase, as places where decisions are made. In this context, the store loyalty plays a crucial role: due to the covid-19 pandemic, the brand loyalty has lost significance, on the contrary the store loyalty has become very important. The major levers to create value in-stores will be presented, focusing the attention on experiential levers.
The last chapter will focus on my experience in France as a Store Specialist. After a general view of the French distribution system, Group Casino, and Monoprix, will be described. Taking into consideration the levers described before, the thesis will focus on the importance of Store Specialist’s activity: as a figure of connection between the supplier and retailer, as well as crucial to reach better results influencing shopping behaviors.
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