Instore’s "cutting edge technology" and national merchandiser footprint will provide real-time sale and promotions support for Trader Media Group’s portfolio of classified titles.
The publisher held a detailed competitive tender process, selecting Instore as their preferred supplier. The specialist field marketer is wholly owned by Smiths News, the newspaper and magazine wholesaler.
As part of this relationship, Instore will provide a national field resource, targeting a number of regional initiatives to support Trader’s portfolio of classified titles which are sold widely across independent retailers and high street multiples alike.
For Trader Media Group, effective merchandising is essential to drive copy sales, capitalising on for example, its ‘Top Traders’ initiative. This is particularly relevant in light of current market conditions, which although challenging, has seen improving copy sales trends across the Trader Media portfolio, a situation helped by people looking to spend less through opting for second hand over new.
There is a genuine business need, says Instore, for retail clients to be offered support and guidance on how to achieve visibility and awareness of their premier portfolio of titles. Instore was awarded the business due to their sector experience, national merchandise footprint and technical capability.
Neil Hedges, Circulation Operations Director at Trader Media Group, commented: “Instore’s strong retail magazine pedigree will maximise our in-store profile and sales performance. Their bespoke technology and reporting capabilities will ensure that we capitalise on all sales opportunities and have good reporting to enable effective business decisions to be taken. We look forward to working with instore to develop sales of our titles to further develop the improving performance currently being seen.”
About Trader Media Group
TMG says: “With 11 regional Auto Trader magazines across the UK and the Republic of Ireland, the brand is building a competitive position across all effective channels including magazine, online and mobile.
Auto Trader is owned by Trader Media Group, which also publishes market leading specialist titles such as Top Marques, Bike Trader, Truck and Plant Trader, Ad Trader, Motorhome and Caravan trader, Farmers Trader – all with the largest reach in their sectors, through magazine readership and web visitors.
Trader Media Group operates in the UK, Ireland, Italy and South Africa. The Group is looking to expand on its winning formula: giving trade customers the opportunity to choose all effective channels to market; building the service and relationship with dealers and manufacturers; and strengthening its portfolio of automotive and specialist classified titles.
Instore says: “Instore’s field marketing service is specially tailored for retailers’ needs. Their national team of over merchandisers provide store auditing, refits and point of sale strategic support for well-known retail and supplier based clients. The company is owned by Smiths News, the UK’s leading newspaper and magazine wholesaler.
Last year the Instore team made 3,000 retail calls a week, travelling over one million miles to different customers, including high street, travel, seasonal, grocery, and independent retailers. Their sophisticated in-house data management systems collected over seven million audited field responses, supporting both major retail chains and consumer brands to generate significant sales increases.”