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• Programme Overview
• Module Objectives
• Learning Outcome

• Retail Trends | Future-proofing your business
• Tradescape 4.0 | Executive briefing
• Tradescape 3.0 | Customer business planning
• Tradescape 3.0 | In-store execution
• Tradescape 2.0 | An introduction to the SA FMCG industry 
• Tradescape 2.0 | Effective customer contact - Key Account Management
• Tradescape 2.0 | Effective customer contact - Selling skills

Essential knowledge for brand and shopper marketers to effectively activate your brands at retail. 
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• Introduction
  ​​​​​- The SA FMCG trading context
  - What is Shopper Marketing?
  - From brand plan to effective shop floor execution
   
• Opportunity analysis by Retailer
  - Brand positioning, trading strategy, formats and shopper profile
  - Shopper communication channels available to manufacturers
  - The in-store context and how it impacts on your choice of shopper activation tools
  - Retailer loyalty drivers
  - Retailer analytics and how to activate retailer data to drive shopper engagement
  - Opportunity analysis (SWOT)
• What does success look like?
  -  What’s going on in-store? Best practice merchandising, POS, activation
  -  New Product Development – what does an effective customer proposition look like? The key questions brand teams need to address
   

• The workshop covers 5 retailers 
  selected by the client
   

Corporate Retail

 

Wholesale / Hybrid / Route-to-Market

 

Corporate Front Shop Pharmacy

• To equip brand, shopper and customer marketing teams with the knowledge and insight needed to build relevant, informed, customer-aligned brand and shopper marketing plans
• To optimize communication and alignment between marketing, sales and field operations teams

• Understand the impact of the macro economic and social landscape on shopper behaviors

• Gain practical knowledge and insight into your retail customers’ – from format strategy and shopper segmentation to promotional activity and NPD

• Know the shopper promotional platforms available for you to optimize your trade promotional spend

• Significantly improve your new product listing and sales success rates

• Be inspired by global and local point of sale best practice and execution on the shop floor

• Marketing and Brand teams
• Shopper & Customer Marketing teams
• Advertising Execs

• 1 to 3 days, scope dependent
• In-classroom onsite
• Retail Analyst facilitated