Opportunities in Traditional Trade Markets

Via Herb Sorensen, by Arnaud Frade, TNS Retail and Shopper

Opportunities in the Traditional Trade of Emerging Markets
Four billion people live on less than two dollars a day in the developing world. These people represent a huge and growing market for goods and services. For those of us who are familiar with the sophistication of modern retailing, it is easy to forget that the vast majority of people around the world still shop in far simpler stores. These simpler “stores” are collectively referred to as the traditional trade, to distinguish them from the modern trade, common in the more economically developed world. It is the traditional trade that plays a large role in the growing cities of India, Indonesia, Brazil and China - in fact, in cities, towns and villages all across the developing world.

The traditional trade ranges from well organized independent players, to small road-side shacks and single market stalls. How can brand suppliers best understand this growing retail opportunity? What are the key challenges to consider in order to be an effective supplier to this trade? This issue of the VIEWS will shine a light on some of these challenges and opportunities.... '