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Opinion

CUSTOMERAIDE® opinions and views about all the good stuff to grow your categories and brands.

Want to reduce and optimise your customer trade spend investment?

June 23, 2023 By Tracey Johnson

We’ve been sharing our top 10 tips to reduce and optimise trade spend to improve customer profitability and ensure the best return on your investment. Here’s a handy recap all in one place! #1 Customer order cycles should reflect real shopper demand, so you focus on sell out activity and invest at the right time […]

Trade Spend Top Tip #10 : Reduce spend for non compliance

May 27, 2023 By Tracey Johnson

  There’s no guarantee that we get what we pay for. Especially if we have not been clear upfront about what we are paying for. Order cycles seem to get shorter every year; with just in time deliveries and pressure to achieve our annual volume targets. So we move onto planning the next promotion or […]

Trade Spend Top Tip #9 : Focus on the right tactics to achieve our promotional objectives

May 14, 2023 By Tracey Johnson

  How often have you seen a promotional brief that contains a list of far too many objectives? A lot of the time we repeat promotions or trade investments. It is both human nature as well as a case of ‘why fix it, if it isn’t broken’. However it may well be that we are […]

Trade Spend Top Tip #8 : Reach more customer’s shoppers effectively, with fewer bigger events

May 6, 2023 By Tracey Johnson

  Standing out to shoppers in store or online is not easy. There’s a lot of competition for shopper attention and so it may seem that executing more shopper and customer activity is the way to keep top of mind. If we focus on partnering with our customers on fewer, bigger promotional events we stand […]

Trade Spend Top Tip #7: Limit forward buying & levels of discounted stock being sold

April 26, 2023 By Tracey Johnson

  In volatile price sensitive markets where our customers have a choice of suppliers they can work with; or in low loyalty categories, it makes sense that our customers will want to forward buy stock when the price and margin gain makes it attractive for them to do so. Understanding volume requirements based on true […]

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