How organized retail reshaped shopper behavior and transformed the role of trade marketing forever.
With the rise of modern trade formats such as supermarkets, hypermarkets, and large-format retail stores, shopper behavior underwent a dramatic shift. The buying journey became more planned, more visual, and more influenced by in-store visibility than ever before.
As brands doubled down on retail visibility, planograms and category intelligence became must-haves—not optional. CMOs now owned trade marketing, a function once limited to sales teams.
Shopper journeys, trade schemes, retail analytics, and account collaborations now define brand competitiveness. Companies that mastered this early are today’s category leaders.