Overview

This course introduces learners to the role of touch points in Trade Marketing and explains how they influence shopper engagement and purchase decisions. A touch point is any place, moment, message, or interaction where the shopper, customer, consumer, brand, or trade channel comes into contact with the product or brand offer.

Learners are guided through the importance of identifying and managing these touch points across the full trade marketing environment. These may include shelf placement, product displays, promotional zones, packaging, point-of-sale material, merchandising execution, retailer communication, sales team interaction, pricing visibility, digital listings, online product pages, and in-store category presence.

The course explains that touch points are not isolated activities. They work together to create recognition, relevance, trust, and conversion. A strong display may attract attention, but it must be supported by availability, pricing, category fit, retailer alignment, and clear messaging. Similarly, an online listing must be supported by product information, imagery, reviews, promotions, and ease of purchase.

Learners will also understand why Trade Marketing must map touch points by channel, customer, shopper behavior, and category role. Different retail formats require different touch point priorities. A supermarket, pharmacy, convenience store, wholesaler, e-commerce platform, and traditional trade outlet will each create different moments of influence.

The course prepares learners to think more clearly about where Trade Marketing can add value and how touch points can be managed to improve visibility, engagement, and commercial performance.

What Students Will Gain

• A clear understanding of what Trade Marketing touch points are and why they matter.

• The ability to identify key shopper, customer, channel, category, and brand contact points.

• A practical view of how touch points influence visibility, engagement, consideration, and purchase.

• Better understanding of how touch points differ across retail formats and trade channels.

• A stronger foundation for building trade marketing plans that connect strategy with execution.

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