Trade Marketing Strategies and Retail Shelf Performance in the Nigerian Consumer Goods Industry

This study investigates the relationship between trade marketing strategies and retail shelf performance among consumer goods companies in Nigeria, drawing evidence from firms operating in Kano and Kaduna States, North West Nigeria. Trade marketing, which focuses on activities aimed at retailers, wholesalers, and distributors rather than end consumers, is a critical but often under-researched dimension of marketing in the Nigerian FMCG industry. Shelf performance metrics including share of shelf, out-of-stock rates, and planogram compliance are directly influenced by the quality of trade marketing investments. The research employs a descriptive survey design, collecting data from 100 trade marketing managers and 180 retailers across two states through structured questionnaires and field observation. Multiple regression analysis evaluates the contribution of merchandising support, retailer incentive programmes, trade promotions, and category management advisory services to shelf performance outcomes. The study also investigates whether store format (modern trade versus traditional trade) moderates the effectiveness of trade marketing strategies. Preliminary findings indicate that retailer incentive programmes and in-store merchandising support are the most impactful trade marketing investments for improving shelf performance in both store formats. Category management advisory services show strong effects in modern trade but limited relevance in traditional trade outlets. Recommendations address trade marketing managers, national distributors, and FMCG brand teams on optimising trade investments across retail channels in northern Nigeria. Keywords: trade marketing, retail shelf performance, consumer goods, Kano, FMCG management