Retail Playbook

Retail is not a sales channel.
It is a decision system. Get the view from the buyers chair

Most suppliers don't fail on product. They fail on thinking.

Retail Playbook teaches you to think like a buyer—so you never have to sell.

Master the Decision System

Most suppliers fail because they reason from their own logic

They present as if retail should listen to their logic.

Retail evaluates.

They scan hundreds of pitches.

Retail minimizes risk.

Retail doesn't buy ambition or dreams. Retail buys improved category results, certainty, speed, and flawless execution.

The Tension That Costs Millions

Every year, millions are lost in missed listings, price pressure, and delistings—because suppliers and retailers operate from different realities.

SUPPLIERS REASON FROM:

Their own product and brand
Their own growth targets
Their investment cases
Product innovation and features

RETAIL DECIDES FROM:

Cost of failure
Shopper acceptance
Category performance
Reputational risk

This isn't about product quality. It's about decision logic.

Whoever understands the decision-making process wins time, margin, and trust. Whoever doesn't, keeps pushing—and will miss opportunities.

Retail Playbook Exposes The Thinking Errors

Retail Playbook isn't knowledge transfer. It's pattern recognition. We show you where suppliers systematically lose.

Why suppliers systematically lose here

The moments where supplier logic collides with retail reality—and costs you the deal.

What buyers really reject (and never say)

The unspoken reasons behind "not now", "too expensive", or "I'll think about it".

The misconceptions that cost millions

Beliefs about retail that seem logical—but drive buyers away and destroy margin.

Retail Decision Intelligence

Retail Playbook doesn't teach sales. It teaches how to think like a buyer.

Accelerate decisions

Eliminate the friction that slows down "yes". Speak the language that triggers action.

Anticipate resistance

Know objections before they're raised. Address the retail dynamics before they become problems.

Respect internal logic

Understand how buyers navigate their organization and their category performance—and position yourself as the logic and safe choice.

Be commercially attractive without pushing

Create pull instead of push. Make buyers want to work with you.

Whoever masters the decision-making process never has to sell.

Who This Is For

YES FOR:

Medium-sized and large suppliers
Active in, or ambitious for, listing at European retail
Willing to be open and learn beyond sales theory
Organizations willing to structurally improve their sales efforts

NOT FOR:

Beginners looking for basic sales training
Volume sales focused on transactions only
Those seeking traditional sales theory
Companies unwilling to challenge their approach

What Changes

Retail Playbook isn't a program. It's a mindset that makes the difference between participating and winning.

Listed products. Shorter time-to-yes with buyers. Decisions accelerate because you remove friction, not because you push harder.

Reduction of failure costs. Fewer lost listings, rejections, and price pressure—because you speak retail's decision language.

Strategic advantage in negotiations. You see what others miss and position yourself as the safe, smart choice.

Higher listing hit rate. Your proposals land because they align with retail's priorities, internal logic and decision criteria.

Stronger negotiating position. You understand the game—so you play from solving their problems and not selling your products.

Less friction with category management. Less friction with or difficulties reaching category management. You become the supplier buyers want to work with, not have to work with.

Who I Am

Annemieke Rijke. 30+ years experience inside European retail.

I'm born in the store - as they say, coming from a family of grocers working for Albert Heijn. I started as a professional buyer at Ahold, worked for Ahold European Sourcing, Etos, Albert Heijn, Gall & Gall moved to AS Watson, Kruidvat and co-owned the DA Retailgroup, as example. I worked for Google to help them understand retail from the inside.

I've sat for 30+ years in the buyer's chair. I know what they see when you walk in. I know what makes them say yes—and what makes them shut down.

Now I help suppliers bridge the gap. Not through sales tactics, but through understanding the decision system retailers operate in supported by practical templates and tools to start today.

30 Years of Retail Reality

Professional buyer at Albert Heijn, DA Drugstores, Gall & Gall
Retail strategist at Google, Dirk, Blokker, Xenos, Kruidvat
Worked with 1000+ suppliers across Europe
Trained teams at major FMCG brands
Founder of Retail Playbook

I don't teach theory. I teach what actually works—because I've lived on the Retail side.

What Changes For Clients

"Where I had to pitch endlessly and got NO where, 3 new SKU's listed in one meeting. The Retail Playbook insights completely changed our pitch and approach."

— Sales Director, Premium food brand

"I saved hours per week on email back-and-forth with buyers. I now understand what they need to hear—and what I can skip."

— Category Manager, International beverage supplier

"The Retail Playbook training instantly increased our team's confidence and performance. We went from feeling like we were begging for shelf space to negotiating from strength."

— Commercial Director, European health & beauty brand

"One email rewrite. The proposal that sat for a year was signed within 2 months."

— Entrepreneur, Specialty beer supplier to 900-store chain

Programs

Choose the format that fits your ambition

Tailored Training

1-4 topics tailored to your team's needs. Most clients choose 2-3 sessions.

Customized to your reality
Unlimited participants
Use your own cases
Online or on-location
Immediate implementation tools

from €2,895 ex vat.

per session (starting price)

Request Program

Open Program

Group Sessions

The highlights covered in 2 intensive sessions.

2 sessions of 2 hours
Minimum of 4 participants
Online or offline format
Practical frameworks
Real-world case studies

€1.295 pp ex vat.

for 2 intensive sessions

Join Next Session

1:1 Advisory

Rescue Service

Turn around stalled negotiations. Fast.

Unstick blocked negotiations
Prepare crucial meetings
Strategic positioning advice
Review and rewrite proposals
Fast, practical solutions

from €1.099 ex vat.

Depends on complexity

Get Help Now

The ROI:

Real results: "3 new SKUs listed in one meeting" | "Deal closed in 3 months (stuck for a year)" | "Hours saved per week on buyer communication"
Open program €895 → One extra SKU listed pays for itself
In-company €2,895 → One deal closed faster = substantial ROI increase
1:1 advisory €699 → One unstuck negotiation = immediate return

Every client has earned back their investment. Every single one. No exception.

3 Options

FREE 30-MIN QUICKSCAN

No pitch. No obligations. You get at least 3 insights. You decide if there is a fit.

☎ 06-27027184

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In-company masterclass (from €2,895) | Open program (€895 pp) | 1:1 advisory (from €699)

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