Things to change in stores

Sándor Baja, export director of Eckes granini emphasised the increasing role of trade marketing. He pointed out that 70 per cent of purchasing decisions are made at the point of purchase. He criticised the practice that cheap products are placed in a way that customers see these first, because this makes it even more difficult to sell premium products with a higher profit. He also asked trade marketing professionals to work on building an emotional link with customers, like it is frequently seen in the UK and France.