Traditional Trade’s gatekeepers 35980 people have read this article

Brands cannot succeed at traditional trade without engaging the shopkeepers who control almost every aspect of it.

We present a framework for understanding the motivations of traditional trade’s gatekeepers and influencing their decisions:

• The extent of shopkeepers’ influence as active intermediaries within traditional trade
• The cultural nuances that help to define shopkeepers’ roles in different markets
• The physical, psychological and cultural variables that brands must adjust to when planning strategies for traditional trade
• The three key levels of shopkeeper need and motivation – and what they require from brands