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