This professional course equips sales and marketing professionals with the essential knowledge and tools to drive product visibility and conversion in retail environments. Participants will explore key trade marketing strategies, shopper behavior, in-store activation, merchandising, and retailer collaboration. The training course bridges the gap between brand strategy and retail execution to improve product performance at the point of sale.
Retail Simulations: Visual merchandising and shelf strategy labs
Case Studies: Local and global retail activation examples
Templates & Tools: Trade promotion calendars, ROI calculators
Group Projects: Design a retail execution campaign
Understand the fundamentals of trade and retail marketing.
Develop in-store campaigns to influence shopper decisions.
Plan and execute trade promotions with measurable ROI.
Align retail execution with brand and sales strategy.
Utilize visual merchandising to increase conversion.
Collaborate effectively with key retailers and distributors.
Apply performance tracking tools to optimize field results.
Session 1 – Introduction to Trade and Retail Marketing
Role in the marketing mix
Differences between trade and brand marketing
Session 2 – Understanding Shopper Behavior
Path to purchase and point-of-sale influence
Impulse vs planned buying decisions
Session 3 – Designing Trade Campaigns
Trade calendar planning and budget allocation
Retailer collaboration and activation strategies
Session 4 – Visual Merchandising and In-Store Branding
Shelf layout optimization
POP materials, signage, and category management
Session 5 – Trade Promotion Effectiveness
ROI analysis, uplift modeling
Avoiding over-discounting and cannibalization
Session 6 – Final Lab: Retail Campaign Simulation
Team challenge: plan, pitch, and refine a retail strategy
Feedback from expert panel
We are open to customizing this program to align with your specific learning objectives. If your team has particular goals or areas they wish to focus on, we would be happy to tailor the course outline to meet those needs and ensure the program supports the achievement of your desired outcomes.