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 (workroom and trade visit)
- Specialist facilitators
- 12 people per group