Trade Marketing Rules - Ch 1 Shopper Behavior - 7058-1

Trade Marketing Rules – Understanding Shopper Behavior This course introduces learners to one of the most important foundations of Trade Marketing: understanding how shoppers think, move, compare, decide, and buy across different retail environments. It explains why effective trade marketing must begin with the shopper’s journey, not only with sales targets, promotions, or product availability. Learners will explore the key decision points that influence purchase, including trigger moments, information gathering, shelf visibility, product placement, packaging, promotional offers, availability, and the final point of purchase. The course also explains how shopper behavior differs across physical retail, online platforms, and omnichannel journeys, where shoppers often research in one place and buy in another. It highlights the role of data, POS information, loyalty insights, shopper feedback, and competitive observation in building stronger trade marketing decisions. Participants will learn how to use these insights to influence shopper behavior through better visibility, relevant promotions, stronger in-store execution, and improved alignment with retail partners. By the end of the course, learners will understand how shopper insight can be translated into practical trade marketing actions that improve execution, strengthen retailer collaboration, and increase the chances of conversion at the moments that matter most.