Step out of boardroom, into the trade floor, Dolapo Otegbayi urges brand leaders

Dolapo Otegbayi

By Felicia Nwosu

Business consultant and commercial strategist Dolapo Otegbayi has called on brand leaders to look beyond boardroom strategies and spend more time connecting with consumers and retailers at the trade level.

Insights from the Shop Floor

In a recent post shared on her LinkedIn page, she stressed that the most valuable insights often come directly from the shop floor rather than from strategy decks.

Shopper and Retailer Similarities

According to her, both shoppers and retailers share striking similarities.

They are not entirely loyal, they seek value in both quality and quantity, and they gravitate toward brands that offer deals, trust, and consistency.

Trade Environment as the Decider

She pointed out that while brands work tirelessly to win over consumers and retailers, the trade environment ultimately reveals what resonates and drives repeat business.

Preparing for the Year Ahead

As companies prepare for the coming year, Otegbayi urged marketing and commercial executives to walk the aisles, speak with retailers, and engage with shoppers.

She noted that such real-world interactions provide unmatched perspectives on how brands can thrive in unpredictable markets.