TRADE MARKETING: AN INSEPARABLE PARTNER FOR INDUSTRY AND RETAIL

Abstract

This research investigates the development of trade marketing, focusing on experience design at the point of sale and its strategic significance in modern retail. The study adopts an exploratory and descriptive methodology, grounded in literature review, with the aim of understanding the redefinition of the retail space as a locus of symbolic and relational engagement beyond its transactional function. The analysis demonstrates that design elements within the sales environment significantly affect consumer perception, shaping purchase behavior, fostering brand loyalty, and strengthening emotional ties. The findings highlight the importance of collaborative dynamics among producers, retailers, and shoppers, as well as the integration of innovative and environmentally responsible practices. Therefore, the in-store experience, guided by trade marketing and enriched through design, emerges as a critical competitive asset for organizations seeking differentiation and relevance in dynamic, experience-driven markets.