compañeros de viaje
Specialists in optimizing the retail strategy at the making your brand relevant at the point of sale
Focused on
Companies managing physical stores and e-commerce that want to optimize their business models.
Retail Marketing
Companies that want to strengthen their product and brand presence at third-party retailers
Trade Marketing
At Retail SGC, we offer customized consulting and training solutions for brands that want to stand out in the retail channel.
Founded by associate professors at Esade, it combines hands-on industry experience with academic insight.
Especialistas en la optimización punto de venta
En Retail SGC ofrecemos soluciones de consultoría y formación personalizadas para marcas que quieren brillar en el canal retail.
Fundada por profesoras asociadas de Esade, combina experiencia en campo con visión académica.
Method
Discover
We identify shopper insights and what makes the brand distinctive and relevant, using data-driven indicators and a range of research techniques.
Co-create & Plan
We finalize the strategy and develop an action plan, integrating the company’s knowledge and experience
Transform
We support our clients throughout the entire change process
TURNING GOALS
INTO SOLUTIONS
01. Customer experience improvement strategies
We design strategies to optimize every interaction between your customers and your brand.
What this service includes
- Customer experience audit (online and offline)
- Customer journey mapping and identification of key touchpoints
- Design of initiatives to optimize the in-store and digital experience.
- Integration of the customer experience into the brand strategy
- Definition of KPIs and a monitoring framework to measure impact
02. Trade marketing and point-of-sale visibility programs
We strengthen your brand’s presence across the retail channel so it stands out, connects with shoppers and drives sales.
What this service includes
- In-store visibility audit
- Design of activation plans and in-market execution
- Development of POS materials and in-store visibility assets
- Support for the sales force and trade marketing training
- Execution monitoring supported by impact metrics
03. Training programs for retailers and sales teams
We train distributors’ and retail teams to strengthen management skills and drive sales performancee.
What this service includes
- Point-of-sale management training for business owners and store managers
- Sales and customer service training for retail teams
- Workshops on merchandising, visibility and shopper experience
- Courses tailored to different channels, including pharmacy, optometry, dentistry, veterinary medicine, audiology and consumer goods retail
- Programs designed in collaboration with manufacturers to boost channel performance
04. Retail business model development
We design innovative and profitable retail business models.
What this service includes
- Assessment of the current business model
- Identification of retail growth opportunities
- Design of differentiated value propositions for shoppers and retail channels
- Integration of omnichannel strategies across online and offline channels
05. Consumer, shopper and retail research
We uncover how customers think, decide and buy, turning insights into actionable business opportunities.
What this service includes
- Qualitative studies (in-depth interviews, focus groups, shopper journeys)
- Quantitative studies (surveys, consumer panels, data analysis)
- Social listening and social media analysis
- Ethnographic and observational research
- Evaluation of purchasing habits and attitudes
- Identification of key drivers and barriers in the purchase decision
- Data-driven strategic and tactical recommendations
06. Training for sales and marketing teams
We build the capabilities of your internal sales, retail and trade marketing teams
What this service includes
- Courses covering the fundamentals of trade marketing and retail
- Training in retail execution and point-of-sale visibility
- Practical workshops and role plays tailored to specific retail channels
- Face-to-face, online, or hybrid programs
07. Support and strategic mentoring
We work with leaders and teams to drive sustainable growth in retail.
What this service includes
- Individual mentoring sessions for executives
- Support for marketing, trade marketing and sales teams
- Co-creation of strategic plans and roadmaps
- Regular follow-ups focused on objectives
- Ongoing advisory support as a trusted external partner
My name is Rosalía, co-founder of Retail SGC. I have over 25 years of experience in retail and trade marketing, combining rigorous analysis, critical thinking and a constant pursuit of excellence.
I consider myself analytical, empathetic and driven by high standards. I strongly believe in the value of listening carefully and working thoroughly, while never losing sight of real business impact.
As an associate professor at ESADE, I enjoy sharing my experience and learning from every person I work with.
I’m Gemma, co-founder of Retail SGC. Passionate about retail, I thrive in dynamic environments, bringing a creative, practical and decisive perspective.
I’m known for my direct and assertive approach, quick thinking and results-oriented mindset. I enjoy turning ideas into tangible actions that generate real impact.
I’m also an associate professor at ESADE, where I bridge market realities and education.
We work closely with our clients, taking a hands-on approach to every project.
With 25 years of experience and more than two hundred projects under our belt, we understand that every company and every challenge is unique.
Unique stories
With over 25 years of experience and 200+ projects across the retail sector, we’ve learned that every company and every challenge is unique.
Frequently asked questions
What is the difference between trade marketing and shopper marketing?
Trade marketing focuses on building relationships with the channel (retailers and distributors), while shopper marketing focuses on how shoppers make decisions at the point of sale. At Retail SGC, we work with both approaches in an integrated way.
What is trade marketing?
Trade marketing refers to a set of actions designed to strengthen relationships and drive activation within the sales channel. Its goal is to align brands and distributors to increase sales, visibility, and conversion at the point of sale.
What is retail?
Retail refers to the activities and strategies that enable products to be sold directly to end consumers. It includes both physical channels (stores, supermarkets, pharmacies) and digital channels (e-commerce). At Retail SGC, we help brands strengthen their presence and performance across these environments.
Do you work with small brands or only large companies?
We work with both large brands and mid-sized companies looking to strengthen their retail strategy. What matters most is not size, but commitment to improvement.
Do you only work with consumer brands?
No. We have extensive experience in mass-market retail, as well as deep expertise in the healthcare sector. We work with brands in the pharmaceutical, veterinary, dental, optical, and audiology fields, adapting retail, trade, and training strategies to the specific needs of each channel and client.
Do you only work in Spain?
We are based in Spain, but our work is international. We collaborate on projects across different markets and language.
Do you offer training for companies?
Yes. We design customized training programs for sales, marketing, and trade teams. Whether in person, online, or in a hybrid format, we tailor the content to each client’s objectives.
What kind of training do you offer?
We design customized training programs on topics such as trade marketing, retail execution, shopper insights, category management, in-store visibility, and channel activation. We adapt the content to the team’s profile, from junior roles to sales management.
Do you offer market research?
Yes. At Retail SGC, we conduct ad hoc qualitative and quantitative research to understand shopper behavior, identify point-of-sale opportunities, and strengthen commercial strategy. We also analyze internal customer data (sell-in and sell-out) as well as channel data.
When do we start?
Now that you know our story, we’d love to hear yours. Call us at (+34) 93 532 73 11 or get in touch through our contact form. We’ll be glad to explore your challenges and help you find the right solutions.