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Event Info

Why Invest

Winning with Customer-Centric Strategies and Propositions in the General Trade

PROGRAMME OBJECTIVES

  • To become more customer centric through improved understanding of the retail context, the trader and the informal shopper 
  • Gain the knowledge and skills to build customer-centric strategies and propositions for the informal trade in African markets
  • Evaluate ROI of initiatives in the informal market

TARGET ATTENDEES

  • Brand, Trade Marketing, Channel and Category Teams

PROGRAMME OUTCOMES

  • Build propositions based on trader needs 
  • Customise sales support tools for informal trade
  • Use the customer’s language in propositions
  • Converting features into benefits for the trader
  • Distinguish between shopper and trader needs
  • Use basic trade maths to calculate profitability of propositions

DURATION & FACILITATION

  • 2 full days at your premises
    Optional trade visit
  • Specialist facilitators
  • 10-12 people per group

 

PROGRAMME OVERVIEW

DAY 1: 

The Fundamentals of Customer Centricity
The Retail Landscape

  • Dynamics and Trends in the Trade
  • Understanding the Customer
  • Understanding the Shopper
  • Retailer Needs: Features vs Benefits

DAY 2: 

Trade Visit: 

  • Immersion into informal trade, observing trading context, traders and shoppers 
  • Download of insights to workshop customer centric trade propositions

Commercial Capability

  • Customer Profitability Calculations
  • The Impact of Price

Customer Centric Commercial Selling Propositions

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