Sales & MarketZing !

Modern trade has evolved as a key channel for all major brands , however its interesting to note that a lot off brand switches among consumers is getting triggered at this channel on per second basis here's why the consumer is on his or her own to take a decision at a modern trade store , to start with ,unlike the old traditional outlets where the shopkeeper wud dictate which brand to take or will not have a whole range to showcase ~ help the consumer in making the choice ,in an easy manner consumer , loyalty is very minimal these days across categories , except maybe in toothpaste or hot beverages category so if the customer likes what she or he sees and feels , the switch is done .~ Getting dressed is the key ~and be visible backed this with some combo offers and discounts the switch factor is matter off seconds ~ shud be part of your game plan Multiple choices spoils the consumers for sure , and sometimes does confuse the consumers and in that state the switch does happen ~ on

With organised retail growing leaps and bounds most brands be it in the FMCG space or the lifestyle space or the Apparels space have quickly formed a Modern Trade Team to focus on the Huge business that these Key accounts would deliver . Having handled this business for sometime, in my last assignment with a MNC from a brand side and having worked in retail operations with one of Indias retailers ,I have to some extent the feel of what i think makes this piece work( am not saying have attained Nirvana on this ! ) . These are my tips to succeed in this domain , of course doesn't guarantee anything , as each brand would be doing most of the same things ! so what holds the Key ? read on ... Modern trade begins with a Lot of Info and thrives on a lot of info , its important to know whats happening at the client end , for this u need to quickly establish your moles in the system, who become your brand Evangelist at the clients end ,if the client is an important one then one standby mol