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Developing a profitable go-to-market strategy in Latin America is no easy task given the multitude of consumer sales channels at work. In urban areas, the arrival of modern retailers in the form of global supermarket, hypermarket and club stores has shaken up traditional channels made up of owner-operated independent retailers built upon inefficient layers of intermediaries.

However, marketers would be mistaken to abandon independent and informal channels of retail that still represent more than three-quarters of Latin American retail for fast moving consumer goods. Instead, successful marketers must master multiple channels, even at the risk of cannibalizing their own sales in a single channel.