Consumer Goods & Retail Channel Interactions

Item: EL146

The touch points module describes the alignment between the various departments and functions in a consumer goods manufacturer and their “opposite numbers” in the retailer or wholesaler. Find out more about our different class pricing options here.   Scroll down for course objectives and detailed content.

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Consumer Goods & Retail Channel Interactions

The touch points module describes the alignment between the various departments and functions in a consumer goods manufacturer and their “opposite numbers” in the retailer or wholesaler. It addresses how synchronization works between these various departments to ensure a smooth and efficient business relationship. It then examines each touch point in more detail. As an example, it explains how the trade promotion function in a consumer goods manufacturer works with the buying and merchandising department and the marketing department in a retail business. It concludes by exploring the partnership notion and how realistic partnerships can function. This class is a module of the Fundamentals of Consumer Goods suite.

Who Is It Suitable For?

This program is designed for:

  • People who sell or market to consumer goods companies (consumer packaged goods and consumer durables).
  • New hires to consumer goods manufacturers as part of their induction program and IT teams and others who need to understand the consumer goods business more fully.

Course Objectives

By the end of this class learners will be able to:

  • Describe which functions in manufacturers interact with which functions in retailers and wholesalers
  • Describe the nature of those interactions
  • Identify areas where systems could improve process execution.

Detailed Content

The detailed content includes:

  • Objectives
  • Synchronizing operations (between CG companies and their direct customers)
  • Touch points between retailers and consumer goods companies:
    • Buying and Merchandising
    • Store Operations
    • Marketing
    • Logistics
    • Finance
    • Trade Support
  • Partnering
  • Summary
  • Mastery test
  • Learners completing the mastery test and obtaining a 70% pass mark will also receive a mastery certificate upon completion.

Benefits of Studying This Program

Learners studying this program will gain familiarity with the consumer goods industry faster, shortening their path to full productivity.

Customer Feedback

A survey of over 180 learners rated this class in response to 4 key questions as follows:

1. Has this course helped you achieve your personal goals?


2. Has this course helped you do your job better?


3. How likely would you be to recommend the course to a friend or colleague?


4. How would you rate the course overall?


Hours of Study

The average learner will complete this class in 2 hours.

Resources Included

The class includes the following downloadable resources for printing and review:

  • Summary of module
  • Interactions Flow chart
  • Corona virus white paper addressing how retailers and consumer goods companies are impacted by the Corona virus pandemic

Pre-Requisites Necessary

None, but it would be helpful to have studied  Consumer Goods Industry Overview program or to have previous Consumer Goods sector experience.

After This Program

This program is a module from our Consumer Goods Industry Suite. The next logical program in developing learners’ knowledge will depend on your learning goals, but will most likely include further modules from Consumer Goods Industry Suite.  You can get more guidance from the Career Paths section of this web site.


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Customer Reviews

Write a review

By Pankaj G. on 3rd November 2020
"Very informative"
Star Rating 5
By Goutam S. on 3rd November 2020
"Relations between CG Company and Retailers are beautifully structured in this lesson."
Star Rating 4

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