Retail & Trade Marketing Research Centre

More information available in Dutch

The Retail & Trade Marketing Research Centre is focusing its activities on the interaction between the supplier of consumer goods and the retailer (trade marketing), and between the retailer and the shopper (retail marketing).

The Research Centre wants to be one of the leading European centres of excellence in this domain by executing high standard research and by organising management development activities. Recent research topics include segmentation in retailing, shopper marketing, the positioning of different food and non food retailers, price sensitivity, influence of the different retail & marketing mix elements on shopping behaviour, new channels including the internet, and channel management. We focus both on the food and non-food sectors.

The Retail & Trade Marketing Research Centre has been working for companies such as Akzo Nobel Decorative Coatings, Beiersdorf, Carrefour, C&A, Coca-Cola, Delhaize Group, Floréac, InBev, Makro, Master Foods, Melitta, Panasonic, Proximus, Ter Beke and many others. In the area of management development, the centre has taken several initiatives. One of these is the Vlerick Retail Platform, which operates as a membership formula. Members are invited to a series of presentations by (mainly) national and international retailers.

Finally, the Retail & Trade Marketing Research Centre is also organising a four-day in-depth Retail & Trade Marketing programme, roundtables initiatives and the annual Belgian Consumer Goods Conference.