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
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