Drugstore Retail Evolution Shopper and Buyer Insights Trade Marketing

This explains trade marketing, a strategy focused on enhancing sales by understanding and connecting with both the shopper (customer) and the buyer (retailer).

It highlights how Japanese drugstores are evolving into "total lifestyle stores" by expanding beyond health and beauty products to include groceries, directly competing with supermarkets. It emphasizes the importance of identifying shopper insights (why customers want to buy) and buyer insights (what motivates retailers to sell), arguing that successful trade marketing involves creating a win-win-win scenario for manufacturers, retailers, and shoppers.

It suggests that manufacturers must shift from product-centric pitches to offering holistic solutions that grow entire categories for retailers, aligning with the "one-stop shopping" trend consumers desire.