Trade Marketing Perspective: Understanding shopper behavior in the Omni-channel era

Dear IMV Colleagues,

In the current digital economy context, consumer behavior has shifted significantly towards an Omni-channel model. However, market analysis data indicates that physical stores still play a decisive role in closing sales for the FMCG industry, especially in the Mother & Baby segment.

We are facing a generation of customers applying the Research Online – Purchase Offline model. This means they actively access technical information via digital platforms but require actual physical interaction to build trust before making a purchasing decision. Therefore, the strategic mission of Trade Marketing in 2026 is to optimize two key performance indicators:

• Product Availability: We must ensure that On-Shelf Availability (OSA) is always maximized. Out-of-stock situations not only cause immediate revenue loss but also create opportunities for customers to switch to competitor brands.
• Shopper Engagement: The point of sale needs to transform from a storage location into an emotional touchpoint. Brand activation activities must be standardized to directly influence the customer’s buying behavior.

Understanding the Shopper is not just Marketing’s job, but a necessary mindset for every department to create excellent products and services together.

Best regards,

FMCG MKT – Trade Marketing Team