Writing modern-trade briefs buyers actually open
What Thai modern-trade buyers scan first, and how seasonal offers should be framed in two pages.
Modern-trade buyers in Thailand often open a seasonal brief for less than two minutes on first pass. Lead with the retailer benefit and the operational ask before brand storytelling.
Two-page structure that works
- Page one: Season window, target stores, offer ladder, expected facings, and who owns on-ground reset.
- Page two: Visual of the fixture, POS checklist, and compliance notes in Thai and English.
Attach a one-row margin view for the buyer’s category. If you cannot show how the deal protects retailer margin, the creative rarely advances past the first meeting.