INTEGRATION OF TRADE MARKETING AND E-COMMERCE: HOW TO COMBINE ONLINE AND OFFLINE SALES CHANNELS
Authors
Mamatkulova Shoira Jalolovna
Egamkulov Davlatbek Bahodir o’g’li
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Abstract
The integration of trade marketing and e-commerce has become increasingly essential as businesses strive to create seamless customer experiences across both online and offline sales channels. This article explores strategies for aligning these two realms, highlighting the importance of a cohesive approach that leverages the strengths of each. It examines the challenges and opportunities presented by omnichannel marketing, focusing on how businesses can utilize data-driven insights to optimize product placement, promotions, and customer engagement. The role of digital tools in enhancing traditional trade marketing tactics, such as in-store promotions and merchandising, is discussed, alongside the growing influence of e-commerce on consumer behavior. By combining online and offline efforts, businesses can foster customer loyalty, drive sales, and maintain a competitive edge in a rapidly evolving marketplace.
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