Consumers increasingly buy goods online, and marketplaces are becoming one of the most sought-after sales channels. But to successfully sell your products in online stores, you need to draw up a product card correctly. We understand what it is and how to create it correctly to attract more buyers together with Trust Group.
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Video reviews on marketplaces do not work well. Characteristics are more often “read” by algorithms than by humans. Titles are often automatically truncated. Pavel Bednenko (Trust Group BTL advertising agency) tells how to show a product with its face on the marketplace Read more →
The 18th POPAI RUSSIA AWARDS 2022 was held in Moscow, where our agency presented the Helicopter Brand Zone project from HP. The project was declared in 2 nominations, “Shop-in-shop” and “Installation at points of sale,” in which we received awards. They received gold and the coveted statuette of an Indian in the Shop-in-shop nomination. Bronze in the nomination “Installation at points of sale.” Read more →
Trust Group operates abroad and in 75 cities in Russia and has more than 1,500 successfully implemented projects to its credit. The agency provides a full range of marketing services in business and entertainment events, promotion, trade marketing, interactive communications, design, and production of promotional materials, marketing strategy, and creativity. Read more →
In March 2022, Olga Liberte, creative director of the Trust Group agency, was invited to the jury of the POPAI STUDENT DESIGN AWARDS student work competition. This is a significant competition in the BTL industry for students, which recognizes the best work among students in the design of advertising displays for retail outlets. The competition has been held since 2012 as part of the general competition POPAI RUSSIA AWARDS. Read more →
The study revealed that the primary trend of today is the digital transformation of retail against the backdrop of a widespread crisis. The forum program focuses on solving specific problems online and offline using omnichannel tools. Let’s put together the experience gained during the pandemic and, with the help of new analytics, consider what practical tools we currently have and how best to apply them in the current situation.
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Despite the active development of online sales, offline has not disappeared and remains an important channel for communication and customer experience. One of the tools for retailers to fine-tune and maximize the use of the symbiosis of digital and physical media is online merchandising. How to digitally optimize classic sales?
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Marketplaces can become an essential element in this chain. Before buying, the consumer goes through several sales funnel stages: from simple interest to pay. For example, a customer is looking for something specific or accidentally stumbles upon a product card. But on the Internet and in an actual store, it is not enough to show the product. The client needs to be convinced, which can be done through merchandising. However, on the Internet, it works a little differently. How exactly – we understand together with “Trust Group.”
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There is a lot of competition in significant marketplaces. For your product to get to the top of the issue, you need to choose the right strategy. Pavel Bednenko and Valeria Tkacheva (Trust Group BTL advertising agency) analyze the primary method for manufacturers and distributors.
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During the lockdown, people began to shop not in offline stores but marketplaces. These platforms have become giants in a few years, and now, if an entrepreneur wants to earn money, he must place his products online. We will tell you how to competently draw up a product card on the Internet with the TRUST GROUP marketing agency.
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Employees in information technology, finance, and insurance activities are now working remotely. Viktor Lyashok, a senior researcher at the Institute for Social Analysis and Forecasting of the RANEPA, told Rossiyskaya Gazeta. According to him, only in these industries has there been a spread of remote work due to the COVID-19 pandemic.
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By the New Year, the sphere of offline events woke up: there was a high demand, and most of the venues both in Moscow and in all major cities were purchased for the holidays. This was expected – people were tired of looking at the screen and missed their colleagues and live communication. According to most clients, online corporate events, which were massively held in 2020, have not become an equivalent replacement for classic events. Back in November, many companies were cautious about seat reservations amid news of the spread of the Omicron strain and the possible tightening of restrictions. The situation was changed, among other things, by the statement of Russian President Vladimir Putin that he does not support new rules before the holidays. As a result, many companies decided to hold offline corporate events, and there was already a forgotten shortage of venues on top dates.
Everything related to merchandising is also essential in online commerce, says Pavel Bednenko, a leading marketing specialist at the Trust Group BTL advertising agency. He defines online merchandising as “promoting a product on online platforms by generating relevant content.”
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What is online merchandising, and why is it needed?
How do you start selling on marketplaces, and what promotion opportunities exist?
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Before entering marketplaces, an entrepreneur should know some of the subtleties and nuances of this sales method. Because, despite the apparent simplicity of the process, there are many pitfalls in it. The firm’s secret asked experts to talk about different aspects of working with marketplaces and chose the most valuable recommendations.
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Because the pandemic is not going anywhere and new restrictions are planned for the future, many people have discovered shopping on online platforms. Regulations have spurred the market to move many goods and services previously only available offline to online. For example, ordering groceries online for door-to-door delivery is now possible, which significantly reduces the risk of infection and saves time. Read more →
This decision allows us to assess what is happening as a complete failure of the overall strategy of those responsible for vaccination, treatment, and tactics to counter the coronavirus infection. The level of voluntary immunization of the population reflects the general level of trust in the authorities. For business, this can be said to be disastrous. Read more →
Digitalization of business and the rapid development of e-commerce enable entrepreneurs to find more and more distribution channels for their products. Marketplaces, where both large brands and startups place their products, allow expanding the target audience pool today. However, work on these sites is also not without routine. It can significantly increase costs and divert the owner’s attention from more critical processes. But some tools allow you to delegate part of the labor-intensive tasks to third-party companies while increasing conversions.
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Marketplaces are one of the fastest-growing retail business models. More and more companies interested in increasing sales are entering these platforms. But for a successful start and good profit, several essential conditions must be met. Which ones – we find out together with the “Trust Group.”
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Discussion with offline retail news experts
M.Video has begun offering artificial intelligence-based prices to customers.
Artificial intelligence technologies enter our lives in such an unobvious way for ordinary people – imperceptibly, everything becomes more convenient, straightforward, and individual. Read more →
Stores on Yandex. The market will be able to launch advertising strategies without prepayment. Read more →
The company appeared in 2003 in Shadrinsk as a regular taxi service. But very quickly, its creators took the path of maximum automation of ordering cars: by 2020, Maxim covered 500 settlements in Russia. And since 2014, it has been developing abroad: the first branch appeared in Ukraine. In 2017, Maxim began selling a franchise and, by 2019, had established itself in 16 countries, including Georgia, Kazakhstan, Indonesia, Malaysia, and others.
The main differences in work in different countries are related to the audience’s mentality and legislation. For example, in Vietnam, Indonesia, and the Philippines, you can order a trip on a motorcycle. In Colombia, the issue of safety is very relevant, including in taxis. Therefore, when registering with the service, drivers provide certificates of no criminal record, their photos, and photos of the car.
Excellent news for the site participants – the simplification of interaction with the aggregator should undoubtedly affect the quality of the service as a whole. New statuses, the ability to quickly update information about products, balances, and prices – without which the system felt a bit raw from the inside. Separately, it is worth highlighting the introduction of the similarity of syndicated content when the SKU database for several stores of one seller is loaded automatically. Major brands are already using single content through syndication platforms (like Flixmedia), so being able to simplify manual steps for small and medium-sized businesses at no additional cost is a great innovation.
The approach to the development and promotion of the brand as a grocery store and as a lifestyle space is very progressive. A business that looks to the future is obliged today to digitalize and transform into ecosystems that can cover not one but several needs of their customers. Read more →
The Magnit retail chain has made a real breakthrough in Russian retail, as the empathy trend has taken a strong position in all areas of business and life. It is possible not only to bring the service to a new level but, perhaps, we will see a global change in the principles of building a retail business that is now considered fundamental. For example, the medical and gaming industries are already actively tracking the psycho-emotional state of a person, which allows these niches to progress from a commercial point of view and the standpoint of benefits for the end consumer.
The decision to wind down the Karusel hypermarket chain in X5 Retail Group, announced the day before, is explained by the growing popularity of online trading and convenience stores. The expert believes that changes in the retail market are now only gaining momentum. Read more →
At first glance, the current state of the market is not the best time to launch new products. The purchasing power is affected by pandemic restrictions, crises, and currency fluctuations. But at the same time, the exact circumstances create unique “windows” that manufacturers of different product groups can successfully use. I’ll tell you how it works.
The problem of content in online trading seems insignificant and quickly resolved. They fill product cards with information and upload pictures – what can be tricky here? However, when there are hundreds of thousands of such cards, the problem of updating and filling them goes beyond just high-quality visuals. What are the main difficulties of working with product cards, and how do they solve them?
The lockdown hit investment activity in the country, primarily due to restrictions on the movement of participants in the negotiation processes, and hence communication difficulties. Business tourism, which is considered one of the promising areas for the development of St. Petersburg, has dipped significantly. According to experts, Russia will begin to recover at its best next year on the scale. Read more →
2020 has given e-commerce a significant boost for explosive growth. Online sales began to pay much more attention, including those who, before the pandemic, considered Internet channels to be secondary. And this is not surprising: for example, according to NAFI, 85% of Russians made purchases online during isolation. And yet this does not mean the imminent death of classic sales: large offline retailers actively increased the number of their outlets during the pandemic. Read more →
As a representative of an advertising agency, it is strange for me to see such a project in a large retailer because it must have a marketing component. It is hard to believe that X5 Retail Group will adjust the assortment of outlets, relying only on consumers’ opinions. Of course, a story to attract attention and increase customer loyalty is great. But in fact, many pitfalls are not apparent to the mass consumer, which affect the formation of the product line and complicate this process. For example, agreements on planograms for exhibiting goods. How this intersects with consumer voting within the framework of the project is not yet clear, but I am sure that everything is taken into account when making decisions.
Russia is a mature market dominated by qualified buyers in terms of customer behavior. They have their own opinions, quality requirements, and established consumption habits. It is tough to manage the interests of such experts. How can a manufacturer (brand) and a retailer increase sales in such conditions? Read more →
The search for an optimal approach to different generations has been the focus of business for many years. Companies have been asking themselves questions about what millennials expect from work, their life orientations, and consumer preferences.
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After the pandemic, online stores and marketplaces have reached a new level of popularity; for many companies, they have become the primary sales channel that needs to be developed and developed in line with a specific brand/manufacturer. An effective tool for this is online merchandising, but at the moment, companies are facing difficulties at the stage of recruitment and building business processes. Trust Group specialists solved this problem by offering clients online merchandising package services, created based on the team’s professional expertise and the agency’s many years of experience in this field.
The pandemic has accelerated the development of online commerce. According to preliminary estimates of the Association of Internet Commerce Companies (AKIT), the Russian online commerce market volume in 2020 reached 2.9 trillion rubles, exceeding the level of 2019 by 31%. This dynamic growth is supported by the fact that Russians already make 10.9% of purchases online. Read more →
New Year is the most fabulous and magical holiday of the year. Many people look forward to this celebration all year long. Not a single outlet misses the opportunity to lure a buyer to itself. Let’s figure out how they decorate the windows and attract buyers. Read more →
Retailers are actively innovating and implementing IT solutions to help connect offline and online channels, build better customer relationships and achieve marketing KPIs during the challenging times of the pandemic.
Even though retailers have formed the offline digital trend for a long time, it is not possible to develop it at a rapid pace in 2020 due to objective reasons: quarantine restrictions, reduction in investment budgets, as well as a shift in focus from the sales sector to issues of control and cost management.
Most companies that decided to hold a New Year’s corporate party in early November still hoped to have it offline – in restaurants, offices, and other venues. Only 4% were ready to try a new format – remote reports Superjob.ru. But now, people are thinking about this more and more often: it has become clear that it is unlikely that the whole team will be able to celebrate the transition from the ill-fated 2020 to the hopeful 2021. In Moscow, for example, colleagues were allowed to gather only 50 people at a distance, wearing masks and gloves. There is little fun, but you still want to celebrate and have fun, so the organizers offer an alternative – online, hybrid, and offsite holidays.
Retailers, brands, and manufacturers who develop an online shopping channel face a challenge that is not unique to brick-and-mortar stores. Online and offline, the buyer needs to be “led” to the product, shown in all its details. The expert talks in detail about the basic principles of E-merchandising and gives specific practical recommendations. According to a study conducted by AKIT and Sberbank, in the first six months of 2020, the volume of the online commerce market in Russia amounted to 1.65 trillion rubles, reaching the figures for 2018. Today every 9th purchase is made on the Internet. Experts predict an increase in market volumes to 2.93 billion rubles by the end of the year, which is 31% higher than 2019.
The Russian e-commerce market showed excellent development results in the first six months of 2020. The fundamental reasons for the growth were the COVID-19 pandemic and the severe restrictions on offline trading introduced in the country against its background. In a certain period, this almost wholly reoriented the market to online. Read more →
Online competition has intensified. It is not enough to place your product on the site; you need to distinguish it from similar ones. A unique profession has appeared – an online merchandiser. Karina Malyukova, a leading marketer at Trust Group BTL, talks about what he does. Read more →
The spread of COVID-19 has undoubtedly spurred the development of technologies that allow you to perform any action without directly touching the surfaces of objects. If it were not for the pandemic and the restrictions associated with it, these processes would have been slower. But today, when the whole world is trying to minimize any physical contact, such solutions are simply indispensable.
Over the past ten years, the telecommunications industry has taken several giant leaps forward, from an ambitious newcomer rapidly acquiring technology and growing to an established global market with a multi-level structure and an extensive reach of audiences. All the necessary resources are concentrated in the hands of the industry’s leading companies to enter a new round of development calmly. Read more →
Fearing coronavirus neighbors, Russian tourists refuse to book hotels en masse, buying individual motorhomes en masse. This is a joke. Seriously, the demand for “mobile real estate” on the eve of the summer tourist season is growing. “Money” estimated how profitable traveling in your own home will be this summer. Read more →
Retail investments in artificial intelligence and robotization technologies are usually referred to as venture investments. Projects with a high rate of innovation are doomed to long periods of testing and payback. It is clear that due to such investments, companies are striving to take place in the competitive market of the future. Still, the issue of reducing costs and converting assets into income is relevant today. And many network players have already begun to earn on the introduced new technologies. Valentin Kuznetsov, head of the BTL department of the Trust Group advertising agency, talks about what tools are most effective here.
It is not enough to motivate the user to view an additional product; it is necessary to interest him in this product. Another trend in the development of e-commerce follows from this – content marketing. According to DivanteLTD, in 2019, it entered the top five promising areas in terms of investment volume and will increase its advantage over other instruments in 2020. Read more →
In conditions of commodity congestion, competent communication with the buyer directly at the shelf is particularly important. Retailers prefer to hire full-time promoters. However, third-party promotional consultants can be much more profitable. Read more →
The cost of IT systems for merchandising and promotion is high and risky. But some solutions are highly likely to help retailers make money now, writes Valentin Kuznetsov, head of the BTL department of the Trust Group advertising agency Read more →
It is believed that generation Z leads their entire lives online, but this is only partly true. For example, centennials are not averse to walking through offline stores – you need to interest them. Read more →
Working in a BTL agency does not give you time to build up at the beginning of the year. December is the hottest period for retail. After the holidays, and sometimes even a couple of days after the holiday, we always have work to do: prepare client reports, plan future activities, and implement already agreed projects. Of course, it is difficult for most people to quickly get back to work after a long rest. Read more →