2025-02-06 · Arthit Somboon
Traditional trade notes without romanticizing friction
Traditional trade in Thailand still carries disproportionate volume for several categories. Journey teams sometimes overcorrect with poetic narratives that merchandising supervisors cannot act on.
We prefer short, timestamped field notes tied to inventory reality: delivery windows, credit behaviors, and visible competitor swaps. Those notes age more gracefully in cross-functional reviews than stylized shopper quotes alone.
When digital ordering pilots expand, reconcile online missions with physical missions explicitly. Blending them silently creates false confidence in national rollups.