Clarion Communications has unveiled findings of its very own convenience retailer report including the emergence of the ‘c-fluencers’, the rise of LinkedIn usage and how traditional trade media is still a key source of information for 84% of retailers.
Clarion’s Managing Partner & Head of Growth, Lynn Louca comments: “We wanted to explore what insight and support retailers are looking for in the current climate and what changing media habits mean for our clients’ trade media outreach strategies. Our first Trade Matters instalment shows there are lots of new opportunities to engage, from the use of ‘c-fluencers’ – convenience retailers reaching influencer status (in the retailer sphere that is!), to LinkedIn, which is now a key source of communication for many.”
One retailer from the research said: “LinkedIn is a brilliant way of networking and connecting with leading brands out there, establishing a relationship and showing what we’re doing in our stores as well.”
Another retailer sited using Twitter to communicate directly with suppliers, resolving a supply issue “much more quickly than would have been possible through other, more traditional channels.”
Rebecca Wainwright, Clarion’s Head of Trade Engagement comments: “We’ve already put our findings into practice to adapt how our clients engage with the retail community. By placing social, digital, and direct engagement front and centre with the backing of the well-regarded trade press, this multi-channel approach will not only maximise reach, but it also creates more opportunities for two-way communication, providing valuable content for all-parties involved.”
This is the first instalment of the consumer, trade and digital PR agency’s Trade Matters series which explores trade engagement trends across the FMCG sector. To see the full report, visit https://bit.ly/TradeMattersPress23
Source: Clarion Communications
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