Trade marketing blog
Resources editable by the commercial team from admin.
Field attendance control: Challenges of coordinating retail staff legally and efficiently
Coordinating a team working in a central office has its complexities, but managing dozens of stockers, sales representatives, and supervisors spread across multiple supermarket chains is a whole different ballgame. Field staff operate outside the company's visual radar, making attendance tracking and HR management a true operational and legal challenge. In the retail sector, every minute counts. If a merchandiser doesn't arrive on time at a branch, the shelf is left unattended, sales plummet, and fines for non-compliance with supermarket chains quickly follow.
Planned vs. Executed: The ultimate metric to measure the efficiency of your merchandising team
On paper, all trade marketing strategies are perfect. You design the ideal route, assign strategic supermarket chains, define the estimated time per visit, and calculate impeccable area coverage. But when the team hits the streets, reality takes over: traffic, delays entering stores, unexpected meetings with branch managers, or stock shortages. For coordinators and operations managers, the big question is always the same: What percentage of what I planned in the office is actually being implemented on the shelves?
Does your retail strategy ignore neighborhood stores? Keys to dominating the traditional channel
When we think about trade marketing strategies, our minds often immediately go to large supermarket and hypermarket chains. The modern channel is imposing, visually striking, and handles huge sales volumes. However, making the mistake of ignoring or neglecting neighborhood stores, kiosks, and convenience stores—what we know as the traditional channel—means missing out on a massive portion of the market. In Latin America, the traditional channel remains the driving force behind mass consumption. It's where the end consumer makes their daily, local purchases.
Why do product launches fail? How to audit brand display and presence in a timely manner
Months of market research, millions invested in packaging design, digital advertising campaigns, and aggressive commercial agreements with retail chains. Everything is ready for the big launch of the year. However, when the brand's executives walk through supermarkets during launch week, they encounter trade marketing's worst nightmare: the product is still boxed in the warehouse, or the special displays are gathering dust in a technical aisle.
The 5 Key Performance Indicators Every Retail Merchandising Agency Should Monitor
In Real Time The Difference Between Visiting Points of Sale and Managing an Operation Many retail merchandising agencies make hundreds or thousands of visits per month. However, not all have real visibility into what's happening on the ground while the operation is underway. When information arrives days later via spreadsheets, messages, or manual reports, opportunities for improvement have already passed. Stockouts persist, incorrect displays remain uncorrected, and coverage problems are detected too late.
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