The term “trade dilution” was born out of our extensive experience and deep immersion in the digital commerce ecosystem. After years of dedicated service in this area, we became intimately familiar with the critical juncture where many new product and campaign activations struggle or fail to achieve their intended impact.
Our journey exposed us to the complex challenges brands face once their products and campaigns are launched into the network of retail partnerships. Despite the excitement and potential surrounding these launches, we consistently observed a pattern where the essence and visibility of brands began to fade, not due to the quality of the products or the strength of the campaigns, but due to operational and data misalignments at the retail level.
It became clear to us that this phenomenon was not just an operational hiccup; it represented a significant barrier to achieving digital commerce success. “Trade dilution” perfectly encapsulated the gradual dilution of a brand’s strategic intent and market presence in the convoluted path from brand to consumer via retail partners. This realisation was pivotal, motivating us to develop targeted strategies and tools to address and mitigate this issue, thus helping brands maintain their integrity and achieve their full potential in the digital marketplace.