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Decoding German Retail

Jan Lars Wapelhorst - WFR Advisory

How global brands win in European trade.Starting with Germany's toughest market.What does it really take to get your product listed in German grocery retail? And what can the German market teach you about winning across Europe?The German grocery market is worth over 250 billion euros, controlled by five retail groups, and governed by unwritten rules that most international brands never learn — until it's too late.Decoding German Retail is hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. After 16 years on the other side of the table, he now helps international food manufacturers navigate the complexities of German retail — from Category Management and listing negotiations to pricing architecture and trade spend.Each episode decodes one specific mechanism of the German market. No theory, no fluff — just the insider perspective that buyers never share openly.Whether you're planning your market entry, preparing for a buyer meeting, or trying to understand why your

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Эпизоды

34 эпизода

  1. TEN THINGS: WHAT I WISH SOMEONE HAD TOLD ME ON MY FIRST DAY ON THE BUYING SIDE 13:12
  2. WHY GERMANY IS STILL THE TOUGHEST GROCERY MARKET IN THE WORLD 13:34
  3. THE AUTUMN ROOM 13:42
  4. SESSION 05: DIE DREI SÄTZE 12:57
  5. SESSION 04: RUNDGANG DURCH EINE HANDELSZENTRALE 18:41
  6. SESSION 03: DAS PREISTHEATER 27:02
  7. SESSION 02: LOYALTY VOR LISTUNG 15:28
  8. SESSION 01: WAS SPIEGEL UND SPIELFELD EIGENTLICH IST 15:52
  9. EDEKA: The Federal Paradox as Overall Strength 20:12
  10. Inside the TRADE SHOW CIRCUIT: What I see when I walk the floor 20:02
  11. REWE Group: the Orchestration of Balance 18:30
  12. Schwarz Group (Lidl & Kaufland): the Technocratic Empire 24:24
  13. Aldi Group: The Perfection of Reduction Logic 19:52
  14. The Ideal Go-to-Market Strategy 13:01
  15. When NOT to Enter Germany 11:03
  16. Your First 6 Months in German Retail 8:54
  17. What Your Pitch Deck Must Include 8:39
  18. How to Prepare for a Buyer Meeting 10:48
  19. The Hidden Power of Shelf Placement 13:40
  20. What Actually Drives Volume in Promotions 13:49
  21. The Logic Behind Assortment Decisions 12:39
  22. How Listings Really Work 14:03
  23. Trade Spend Finally Explained 17:24
  24. The Myth of Brand Power in a System Market 14:30
  25. Why Innovation Gets Rejected 13:03
  26. Why “Good Products” Don’t Win 14:42
  27. Pricing vs. Perception in German Retail 18:24
  28. The Biggest Mistakes International Brands Make 17:11
  29. Why Private Label Dominates Germany 14:14
  30. How Retail Buyers Actually Think 23:23
  31. The Power of Category Management 25:39
  32. How German Retailers Actually Make Money 12:05
  33. Why Most Brands Fail Before They Even Enter German Retail 15:26
  34. Trailer: The Briefing You Never Got 1:41