Standing in front of the shelf with promotions in the store, we often see a resultant of 2 different approaches - Producer and Retailer.

From the Producer's side, the activities are planned by marketing and Trade Marketing, which form a calendar of activities for KAM, who in turn negotiates with the buyer of the Retailer.

Let's take a look at B2B marketing of the largest chain of convenience stores in Poland. By reading the latest offer of Żabka, many people even from corporations, will start to wonder if it is worth "earning" 15,000 PLN. Communication very timely, directly accentuating the amount to "earn", supported by the picture of Ms. Iwona, franchisee Żabka (testymonial).

For many years we have been talking about blurring the boundaries between the formats of stores and not only at the level of their offer or appearance. The same applies to private labels of chains that have their own marketing campaigns.

Żywiec Group  (Heineken) realized a very interesting series of local campaigns with very professional support at the central level (GLOCAL - think globally and act locally). Strong points of promotion:

How to build visibility at the point of sale?