Manufacturers can say no to retailers to avoid getting caught in a promotional 'box', speakers at The Grocer's Maximising Return on Trade Investment conference told delegates yesterday.

Doug Bairner, trade marketing controller of Innocent Drinks, told delegates to the conference held in London yesterday that manufacturers can say no to retailer promotions if they are fully prepared with supporting data and innovative ideas.

“Our way out of the promotional box was to show and trial other mechanisms and stand firm on our ideas,” Bairner said.

For more details, see The Grocer this Saturday.