The Trading landscape
Insight to
Impact
General Trade
Navigating
Informal Markets
The majority of East African commerce happens in dukas, kiosks, and open markets – dynamic, relationship-driven ecosystems that demand agility and trust. Success here depends on strong field teams, robust distribution networks, and smart execution built around smaller, more frequent orders. Traders expect rapid delivery and seamless replenishment to keep stock – and cash – moving. Tradco thrives in this environment, converting local insight into lasting market presence.
Modern Trade
Scaling with
Urban Growth
As cities expand, modern retail is reshaping the shopping landscape. Supermarkets, hypermarkets, and convenience formats are gaining momentum, creating new opportunities for value-added services and premium brands, especially in FMCG and liquor. With early shelf-space wins and disciplined execution, Tradco positions brands to lead as modern trade accelerates.
Culture &
the Consumer
In East Africa, culture drives commerce. Consumers are proud, discerning, and loyal to brands that understand and reflect their world. Tradco translates cultural nuance into commercial advantage – working with clients to tailor pack sizes, product formats, and messaging to regional realities and languages.
Our activation teams build authentic connections that turn awareness into advocacy. Promotional plans are rooted in deep local insight – ensuring each message, promotion, and activation resonates within its competitive and cultural context. We move consumers before, during, and after purchase – driving engagement, building affinity and influencing choice.
SUCCESS STORIES
BUILDING BRAND LOVE,
LOAD BY LOAD
The Challenge: A major home-care brand faced an aggressive competitor and needed to defend market share by keeping its fabric softener top of mind. The goal was to remind consumers of its unbeatable softness and long-lasting fragrance, driving trial at scale in Tier 1 modern trade stores over a three-month campaign…
activations
nationwide
of target
achieved
of consumer trial
goals reached
… The brand wanted to come alive for shoppers — showcasing its fragrance credentials, demonstrating real-world performance, and helping consumers rediscover the joy of beautifully soft, fresh-smelling laundry.
Our Response: Tradco created a sensorial, in-store experience that appealed to the senses.
Brand Ambassadors, dressed in branded floral attire, welcomed shoppers at high-traffic malls and stores. Immersive backdrops, humidifiers releasing the five signature fragrances, and lively MCs drew attention to the stand and special offers — including a free laundry basket with purchase of the largest SKU.
Ambassadors demonstrated correct usage and dosage, invited shoppers to compare fragrances, and showcased the difference softener makes to freshly washed clothing — turning education into inspiration.
The Impact
Scale: 1,600+ activations nationwide
Sales: 111% of target achieved
Engagement: 123% of consumer trial goals reached
Outcome: Expanded product trial, reinforced brand distinctiveness, and strengthened emotional loyalty through memorable, multisensory experiences
By bringing the brand’s promise of softness and fragrance to life, Tradco helped turn everyday laundry into a lasting love affair.
SWEET SUCCESS – SUSTAINED:
FROM LAUNCH TO BRAND LEADERSHIP
The Challenge: Since Tradco’s inception in 2013, a leading global snacking client has trusted us to keep their much-loved products available, visible, and performing in-store.
In a category defined by constant innovation and new product launches, defending forward share requires focus…
coverage across
all targeted outlets
hot zone
growth
block
displays
… Shelf space must be secured and protected, planograms executed with precision, hot zones at till points maintained throughout peak trading, and impactful displays built to drive trial during promotions and seasonal occasions.
Our Response: Our dedicated client team brings passion, discipline, and excellence to every store. Tasked with driving visibility and growth across key categories — Chocolate, Biscuits, and Beverages — they work from detailed annual promotional plans, executing with best-in-class point-of-sale.
The real difference lies in consistency. Retail is detail – and this team shows up every day to make sure that every facing, every shelf, and every till point counts. Sustained effort, meticulous execution, and partnership with store teams have delivered exceptional results over more than a decade.
The Impact
Coverage: 100% across all targeted outlets
On-shelf availability: Exceptional, consistently above target
Share of shelf growth:
Main category: from 94.5% → 102%
Hot zones: from 129.3% → 141%
Additional visibility (at no extra cost):
+657 floor displays
+1,252 block displays, gondola ends, and cross-merchandising junctions
Primary sales: Sustained double-digit growth
People development: Team expansion with strong internal promotion into leadership roles
This story demonstrates Tradco’s long-term commitment to operational excellence, brand stewardship, and category leadership — proving that when passion meets precision, performance follows.
MASTERING MAKE-UP &
BUILDING A TRIBE
The Challenge: A leading personal care brand wanted to move beyond product awareness to personal connection – positioning itself as the go-to authority on make-up artistry and technique. The goal: empower consumers to master their look, from foundation to colour, eyes to lips, and in doing so, sell not just cosmetics — but confidence…
activations
nationwide
personalised
makeovers
Sales
of goal
Our Response: Tradco built and trained a dedicated team of professional Make-Up Ambassadors, coached directly by the client on product knowledge, formulation, and flawless application.
The team rotates across high-profile retail stores, high-traffic outlets, and pop-up events, offering complimentary professional make-overs (face beats) and personalised guidance.
Each Ambassador uses sales software to capture shopper feedback and, with consent, record contact details — helping the brand build a growing database of loyal followers eager to engage with future events, tutorials, and promotions.
The Impact
Scale: 1,200 activations nationwide in 6 months
Engagement: 17,676 personalised makeovers delivered (98% of target)
Sales: 117% of goal
Brand outcomes:
Ownership of the “beautician” and flawless results positioning, authentic consumer relationships and a vibrant community of repeat users, real-time insights merging qualitative and quantitative feedback to continually refine activation strategies.
Through skill, connection, and creativity, the brand does not just sell make-up – it has built a movement of confident, loyal fans who proudly wear the brand every day.
PREMIUM. PRESTIGIOUS.
PERSONAL.
The Challenge: A global liquor giant wanted to elevate awareness of its premium and reserve portfolio — establishing the credentials of its luxury brands and connecting them with the lifestyle occasions where they truly belong. The goal was to bring premiumisation to life through experiences that allowed consumers to taste, learn, and enjoy products they might not have otherwise considered…
activations
executed
sales target
achieved
Thousands of
shoppers educated
Our Response: Tradco partnered with the client to create THE BAR – a Soirée experience unlike any other. An ongoing experiential programme was designed where consumers could book and host curated tasting events in their own homes. Each self-liquidating package offers tiered options — from an elegant bar set-up and professional mixologist to full event planning with live music or a DJ. Guests enjoy the brand’s portfolio at trade prices while immersing themselves in the rituals and sophistication of premium spirits. The Soirée Society now operates across Nairobi, from intimate gatherings to society weddings, managed by a dedicated project leader and specialist events team.
The Impact
Brand equity: Elevated and entrenched — the client’s portfolio is now the market’s benchmark for “special occasions.”
Consumer connection: Linked to joy, celebration, and meaningful moments with friends and family.
Education & trial: Expanded understanding of spirits, mixology, and cocktail craftsmanship.
Platform growth: A powerful stage for new product launches and organic word-of-mouth through shareable social moments amplified across the client’s digital channels.
The Soirée Society has redefined premium, turning occasions into experiences, and consumers into brand advocates.
BUILDING RADIANCE
FROM THE SHELF UP
The Challenge: To launch a new range of skincare products from a leading global brand promising visibly radiant, even-toned skin within two weeks.
The task was to build mass shopper awareness through education and experience to drive direct in-store conversion…
activations
nationwide
Thousands of
shoppers educated
sales target
achieved
… Shoppers needed reassurance of the product’s deep moisturising benefits and gentle effectiveness – visibly reducing dark marks and uneven tone without harsh chemicals.
Our Response: A specialist team of well-trained Brand Ambassadors was deployed in key modern trade stores nationwide. Dressed in distinctive uniforms, they engaged shoppers directly in-aisle — demonstrating the full Even Glow range, explaining benefits, and encouraging trial. The launch was supported with special introductory pricing, boosting appeal and purchase intent.
The Impact
Scale: 280 activations executed across the country
Engagement: Thousands of shoppers educated and converted in-store
Sales: Achieved 90%+ target during the launch period
Brand impact: Strong initial trial and positive shopper sentiment, establishing a solid foundation for sustained category growth
Through education, engagement, and authentic connection, Tradco helped bring a new glow to shoppers — and to the brand’s bottom line.
SPREADING SMILES IN
ORAL HEALTH MONTH
The Challenge: Even market leaders need to keep showing up. For Oral Health Month in March, a leading toothpaste brand wanted to reinforce its authority in oral care and build shopper engagement through education and experience…
activations
executed
consumers received
free dental
sales target
achieved
… The goal was to promote better oral hygiene habits — teaching proper brushing techniques, reminding consumers to change their toothbrush every three months, and encouraging them to visit a dentist for check-ups.
Our Response: Tradco partnered with the client to deliver a nationwide activation drive in collaboration with Cate Actress and regional radio stations including Radio Kaya, Vybz Radio, Ramogi Radio, and Radio Maisha, Shoppers who purchased during the campaign received a complementary dentist consult and sample gifts from across the brand’s portfolio, Radio hosts promoted event locations, driving footfall to activation sites where consumers could engage directly with the brand, receive free dental consultations, and experience the products first-hand.
The Impact
Scale & engagement: 480 activations executed across the country. Hundreds of consumers received free dental check-ups and product samples
Sales: 134% of the target achieved
Brand outcomes: Strengthened association with professional care, expert advice, and everyday oral health leadership
By blending education, entertainment, and expert care, Colgate turned Oral Health Month into a powerful reminder that a brighter smile begins with daily habits — and trusted brands.