Episode Details

This episode explains that trade marketing is a marketing approach focused on influencing sales at the retail level by considering the needs of both retailers and consumers.

It highlights the importance of understanding buyer and shopper insights, noting that buyers are concerned with overall category growth and customer traffic, while shoppers are motivated by what makes them want to purchase a product.

A key example is provided through Awohata's jam display strategy, which successfully stimulated sales by addressing both buyer goals (revitalizing the jam section) and shopper desires (visually appealing displays), ultimately leading to widespread implementation in stores.