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Synchro Marketing: Сauses and Strategies for Aligning Demand

Irregular demand creates major problems for businesses. What to do when a "promoted" product or service, for which money has been invested in promotion, is only in demand during a certain season? These questions worry both the producers of goods and services and those who sell them.

If demand is high in the high season, but you are ready to close down in the low season, reallocating resources and customers may be the way out. You need to synchronise demand - match your activities to the market.

Demand is not static, it changes, often unpredictably and chaotically. In such a situation, traditional marketing strategies may not work. Synchromarketing, or the synchronisation of a company's processes and communications, allows you to operate in a very fast-changing market (sometimes within a day). Synchromarketing solves the problem of uneven demand for a product.
The sudden entry of a competitor
A new competitor can dramatically change the balance of power in the market. In this situation, companies use synchromarketing to maintain their position and minimise losses. For example, you might try new promotions, improve customer service or change the pricing system to stay competitive. Offer exclusive online discounts through promotions on your social media and brand website.

Seasonal fluctuations in demand
Companies whose products or services are seasonal need to adapt their marketing strategies to match demand. This is especially true for manufacturers of clothing, sports equipment, agricultural products and travel companies. Synchromarketing can smooth out fluctuations by focusing on off-season promotions or additional product offerings.

Changing consumer tastes
Synchromarketing allows you to respond quickly to change by introducing new products or adapting existing ranges. To cope with fluctuations in product demand, the retailer can offer customers attractive discounts, instalment payments, loyalty programmes or free additional products. This encourages customer activity during the off-season.
Wrong pricing
The wrong pricing strategy can lead to a drop in sales. Synchromarketing helps to get prices right. This is done by urgently analysing the market to determine the optimal and acceptable pricing policy. Introduce temporary discounts and promotions to correct demand.

Do not be afraid to adjust prices: raise them during periods of high demand and lower them to encourage urgent purchases. In this case, it is advisable to change the product range and add goods for which demand is more regular.
Irregular demand can affect small businesses that do not have the resources to expand their product range. This is where the dropshipping business model can help. A dropshipper doesn't need a warehouse, doesn't have to freeze funds and doesn't have to invest in goods. The supplier collects, packs and delivers the goods, while the dropshipper places the order and sells the goods.

Unpredictable external events
Synchromarketing principles helped companies cope with global changes in consumer behaviour and demand during the COVID-19 pandemic. Businesses had to adapt quickly to new realities - they started actively using online channels for sales and marketing. Restaurants and cafes offered delivery and touchless services. Retailers switched to online sales.

Natural disasters (hurricanes, earthquakes, floods and wildfires) can suddenly change the demand for certain goods and services. In such situations, construction companies and manufacturers of building materials, for example, adjust their business processes to meet the increased demand. Demand falls when there is political instability or changes in international relations. In all these situations, there is an urgent need to restructure and reconfigure the business using synchronised marketing tactics.

Seven synchromarketing tactics
How to deal with fluctuating demand? To compensate for fluctuations, it's important to frame and time discounts in such a way that the sale of a product helps to deal with the problem rather than becoming an additional loss for the company.

Synchromarketing works well in
  1. Seasonal discounts in the low season to increase sales.
  2. Limited time offers, special promotions for a short period of time.
  3. Loyalty programmes, encouraging repeat purchases for rewards.
  4. Bundle offers, offering goods at a lower price during periods of low demand.
  5. Event-based marketing, linking promotions to events or holidays to stimulate demand.
  6. Pre-sale discounting, which adjusts for seasonal demand.
  7. Process automation helps manage customer traffic and stabilise sales. TONOP tools help to make the process of interacting with the CA as simple as possible. By analysing sales data and market trends, TON OP doo ltd calculates periods of high and low demand. When planning the assortment, TON OP synchronises data and determines which products are in demand in different seasons.
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