Marketing is a social and management process that, based on sales statistics, tries to improve the product and retain existing and create new customers. Therefore, it is extremely important to create a quality marketing strategy that will have a good long-term effect on sales. There are several marketing strategies, three of which are particularly important to highlight: the low-cost strategy, the differentiation strategy, and the focused segmentation strategy. Each of these strategies has its own advantages and disadvantages, and each company, according to its own needs and goals, must choose which strategy to use. It is important to emphasize that trade marketing aims to increase sales and demand at the wholesaler, retailer or distributor level, not at the consumer level. Accordingly, it is necessary to develop a good relationship between the manufacturer and the retailer, so that the trade marketing strategy has the best effect. As an important part of marketing, sales advancement serves to build a long-term relationship with consumers. There are many sales advancement activities, all of which have the role of encouraging interest and sales from end customers or other participants in the sales channel. However, as in any management process, problems can arise in sales promotion as well. In order to reduce errors and, accordingly, costs, it is necessary to be flexible in developing sales advancement plans. Given that research has shown that the appearance of the store is important to a large number of customers, retailers should pay great attention to this element of sales advancement.