Articles on consumer news from the Tradeway newsroom.
Below the Line Marketing6 min read
Introduction: There seems little to celebrate this Youth Month. According to StatsSA’s Quarterly Labour Force Survey (QLFS) released last month, youth unemployment increased to 46.5% in the first quarter of 2023 (13.6% h…
Read article
Alcohol7 min read
Between flavour exploration, an explosion of independent and craft brands, premiumisation, and health-conscious options, consumers of alcohol are spoilt for choice. Understanding what motivates consumers at point of sale…
Read article
Below the Line Marketing5 min read
Learn how to win market share with a customer-centric promotional marketing mix. And how to make data-driven decisions when defining your marketing strategy for maximum consumer connection.
Read article
Brand Activation5 min read
Retailers are looking to diversify revenue streams. Brands are looking to engage with target customers. Combining retailer 1st party data with brand activations and promotions has the power to achieve both these ends, all while delivering a second-to-none…
Read article
Brand Activation5 min read
It’s not enough to rest on your brand’s legacy laurels or to be a wall flower on retailers’ shelves. To stand out in trade and win consumer consideration and loyalty, brands must tell their stories and demonstrate their values in ways that target customers…
Read article
Brand Activation6 min read
4 key B strategies to meet South African consumers where they act and transact for maximum reach, influence and revenue. 1. How to make marketing a Value Differentiator. 2. The Value of shopper-tainment – tips for creating an effective in-store shopper…
Read article
Brand Activation5 min read
What can we expect from this year’s peak trading season, and how do brands looking to maximise reach, brand awareness and sales this Black Friday and beyond appeal to price-sensitive consumers? 1. Peak Trade is expected to improve on last year’s…
Read article
Brand Activation6 min read
Read 4-South African Market Conditions that will drive Consumer Behaviour and Retail Trade this Peak Season and beyond: 1. Inflation is taking its toll: Basket spend is up but volume is down. 2. Constrained consumers prioritise perceived value over brand…
Read article
Brand Activation8 min read
Fast Moving Consumer Goods (FMCG) contributes R1 trillion to South Africa’s annual gross domestic product (roughly 20% of economic production)…
Read article
Below the Line Marketing3 min read
Shopper Marketing in-store is key to effective integrated, omnichannel brand strategies. Buying online may be convenient, and it has seen significant growth with the Pandemic as the great accelerant, but most local shopp…
Read article
Below the Line Marketing2 min read
Just as we thought we were through the worst of Covid’s clutches, Omicron reared its ugly head and brand activations…
Read article
Brand Activation1 min read
The big brands of today are focusing on customer retention and repeat sales. Being able to connect with your customers…
Read article