The Confex exhibition is a key event in the confectionery and bakery industry, bringing together leading manufacturers, retailers and market experts.
On March 26, as part of the Confex business forum, a session entitled "Trade Marketing. Online and Offline Retail" was held, where Vladimir Vasyutkin, Development Director at GRADUS, won with the topic "Using Sales Data in the Chocolate Segment to Promote a Brand on the Shelf."
The modern market requires high adaptability from manufacturers and retailers. Competition in the chocolate category is growing, and success on the shelf largely depends on an accurate understanding of consumer demand and the effective use of data analytics.
In his speech, Vladimir Vasyutkin presented key findings on the use of big data in trade marketing. Using the latest GRADUS research as an example, he showed how accurate sales analysis based on OFD data and field research helps brands build a merchandising strategy, increase SKU representation and improve consumer loyalty.
He also talked about how data analytics helps ensure that ideal store standards are met, determine key price thresholds and optimize product offerings. As Vladimir Vasyutkin noted: "Sales data are not just numbers, but a tool for building effective strategies. Understanding which products are bought more often, on which days and at what price, we can significantly increase the effectiveness of trade marketing activities and provide the brand with a stronger position on the shelf." Using accurate data helps trade marketers find a balance between price, quality and demand, which is especially important in the chocolate segment.
The presentation also reviewed the results of a GRADUS study on the Russian chocolate market in 2024. The company's analytics cover up to 80% of all receipts in offline and online retail, which allows identifying key trends:
• Growing popularity of premium brands and products with non-standard flavors;
• Strengthening the position of marketplaces in chocolate distribution;
• Growing interest in local producers and natural ingredients.
Using this data allows companies to quickly respond to changes in market conditions and adjust their promotion strategies.
Vladimir Vasyutkin noted that in today's reality, brands need to focus on a personalized approach and process automation. Intelligent merchandising systems based on data allow demand to be forecast, product range to be adjusted, and inventory to be managed promptly.
Session participants actively discussed the prospects for implementing analytics in trade marketing and confirmed the high importance of working with accurate data for the successful promotion of brands in retail.
GRADUS continues to develop analytical tools and provide businesses with solutions that allow them to work effectively on the shelf and strengthen the position of brands in a competitive environment.
