Explore every episode of the podcast Decoding German Retail
| Title | Pub. Date | Duration | |
|---|---|---|---|
| How German Retailers Actually Make Money | 31 Mar 2026 | 00:12:05 | |
Episode 2: If you think German retailers make money by buying low and selling high, you're missing 80% of the picture. In this episode, Jan Wapelhorst breaks down the three profit levers that actually drive German retail — base margin, trade spend, and rotation — and explains why control matters more than margin, why private label isn't always more profitable than brands, and why your spreadsheet might be worthless if the buyer doesn't believe you'll rotate. Topics covered: margin architecture, trade spend, conditions, private label economics, risk-adjusted profit, buyer evaluation criteria. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Why Most Brands Fail Before They Even Enter German Retail | 31 Mar 2026 | 00:15:26 | |
Episode 1: Most international brands fail in Germany before they even pitch to retail. Not because the product is bad — but because they misunderstand the system. In this first episode, Jan Wapelhorst breaks down why German retail operates on completely different logic than most global markets. You'll learn why Category Management is the real gatekeeper, what buyers actually think when they see your product, and why your biggest competitor isn't another brand — it's private label. If you're planning to enter the German grocery market, start here. Topics covered: Category Management, buyer psychology, private label dynamics, the 12-week rule, risk-adjusted decision making. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Trailer: The Briefing You Never Got | 31 Mar 2026 | 00:01:41 | |
Most brands fail in German retail before they even enter. Not because the product is bad, but because they misunderstand the system. This podcast explains why, from someone who spent 16 years deciding what goes on the shelf. Hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. New episodes starting April 2026. | |||
| The Logic Behind Assortment Decisions | 22 Apr 2026 | 00:12:40 | |
Episode 13: Why is your product on the shelf? Not the marketing answer: the structural one. In this episode, Jan Wapelhorst decodes the logic behind assortment decisions: the four roles every product plays, how the annual Sortimentsbereinigung works, and why timing your approach to the retailer's planning cycle is the most underrated competitive advantage in German retail. Topics covered: assortment logic, Sortimentsbereinigung, product roles (traffic driver, margin contributor, range breadth, strategic), planning cycles, fair share. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com | Email: info@wfr-advisory.com | |||
| How Listings Really Work | 22 Apr 2026 | 00:14:04 | |
Episode 12: Getting listed in German retail is not a meeting. It's a campaign. In this episode, Jan Wapelhorst walks through the entire listing process — from pre-positioning and buyer identification to the 60-minute meeting itself to the follow-up that most brands botch. Including why 70% of the decision is made before you walk in, and what the buyer's signals actually mean. Topics covered: listing process, buyer meeting preparation, pre-positioning, follow-up mechanics, retailer planning cycles, Listungsbestätigung. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com | Email: info@wfr-advisory.com | |||
| The Power of Category Management | 20 Apr 2026 | 00:25:40 | |
Episode 3: If there's one concept you need to understand before entering German retail, it's Category Management. It's not just a process — it's the operating system of the entire shelf, and it's a power structure that determines everything. In this episode, Jan Wapelhorst goes deep: the gap between the official win-win narrative and the reality of data control, the four category roles that change how buyers evaluate your product, how REWE, EDEKA, ALDI, and Lidl each interpret Category Management completely differently, and why the Category Captain position is both an opportunity and a trap. Topics covered: Category Management, category roles (profiling, mandatory, impulse, complementary), REWE vs. EDEKA vs. ALDI vs. Lidl, co-creation vs. presentation, data as currency, Category Captain dynamics, EDEKA regional coalition model. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Trade Spend Finally Explained | 21 Apr 2026 | 00:17:25 | |
Episode 11: WKZ, Konditionen, NLZ — if those abbreviations mean nothing to you, this episode will change that. Jan Wapelhorst breaks down the three layers of trade spend in German retail: base price, conditions, and the infamous Werbekostenzuschuss. Including the 200,000-euro WKZ trap that catches even experienced brands, and why conditions are not just financial mechanics but annual power instruments. Topics covered: WKZ, Konditionen, Jahresrückvergütung, promotional margin calculation, conditions escalation, Jahresgespräch preparation. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com | Email: info@wfr-advisory.com | |||
| The Myth of Brand Power in a System Market | 20 Apr 2026 | 00:14:30 | |
Episode 10: No brand is too big to fail in German retail. In this episode, Jan Wapelhorst closes the second block of Decoding German Retail with the most important insight of the series so far: brand power alone will not save you. Drawing on real examples — Mars, Kellogg's, Unilever — he explains why even global giants lose in Germany, and what system relevance means as the actual key to sustainable success. Topics covered: brand power vs. system relevance, discount effect, private label sophistication, Mars/Kellogg's/Unilever conflicts, consumer loyalty dynamics, pull model failure. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Why Innovation Gets Rejected | 20 Apr 2026 | 00:13:04 | |
Episode 9: The German retail system doesn't want innovation. It wants stability. In this episode, Jan Wapelhorst reveals why innovative products face even harder odds than conventional ones — from the collision of two incompatible operating systems to the four predictable phases every trend goes through before being commodified. Essential listening for any brand bringing something genuinely new to the German market. Topics covered: startup vs. retail operating systems, loss aversion, competence trap, trend cycle (ignorance, observation, imitation, commodification), timing your market entry. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Why “Good Products” Don’t Win | 20 Apr 2026 | 00:14:42 | |
Episode 8: Having a good product is, in many ways, the least important factor in succeeding in German retail. In this episode, Jan Wapelhorst explains the product paradox — why the best products often fail while average products succeed — what system readiness actually means, and why the innovation failure rate in Germany is not a bug but a feature. If you've been relying on product quality to carry your market entry, this episode will change your perspective. Topics covered: product quality vs. system readiness, pricing fit, category contribution, operational readiness, Dubai Chocolate Syndrome, innovation failure rates. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com
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| Pricing vs. Perception in German Retail | 20 Apr 2026 | 00:18:25 | |
Episode 7: In Germany, the price on the label is not just a number. It's a message to the entire system: to the buyer, to the category, to the private label range sitting next to you. In this episode, Jan Wapelhorst breaks down how the German price ladder works, why perception beats price every time, how the promotional margin trap catches even experienced brands, and why price increase negotiations in Germany can turn into public warfare. If your pricing strategy was built from your factory forwards instead of the shelf backwards, this episode will change how you think. Topics covered: price ladder, price perception, promotional economics, WKZ calculation, shrinkflation, price increase dynamics, Mars vs. retailers, Kellogg's vs. EDEKA. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| The Biggest Mistakes International Brands Make | 20 Apr 2026 | 00:17:11 | |
Episode 6: After 16 years on the buying side, Jan Wapelhorst has seen the same mistakes repeat themselves over and over. In this episode, he walks through the five most common and most damaging errors international brands make when entering Germany, from treating the product as the strategy, to pricing from the factory instead of the shelf, to approaching the wrong retailer first. If you recognise your own experience in any of these, the good news is: they're all fixable. Topics covered: market entry mistakes, pricing architecture, retailer selection, German compliance, listing as process vs. project, shelf ROI. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Why Private Label Dominates Germany | 20 Apr 2026 | 00:14:15 | |
Episode 5: Private label in Germany is not a cheap copy. It's a strategic weapon that has fundamentally reshaped the entire market. In this episode, Jan Wapelhorst explains how German retailers built complete brand worlds under their own control — from entry-level to premium — why the anchoring effect is the most powerful psychological tool in their arsenal, and why playing the brand game and the private label supplier game require completely different strategies. If you're an international brand entering Germany, this is your reality check. Topics covered: private label strategy, brand architecture (ja!, Feine Welt, Deluxe, Gourmet), anchoring effect, vertical integration, brand vs. private label supplier positioning. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| How Retail Buyers Actually Think | 20 Apr 2026 | 00:23:24 | |
Episode 4: You have prepared your product, your pricing, your pitch deck. But have you prepared for the person? In this episode, Jan Wapelhorst reveals what it's actually like to be a buyer in German retail — the cognitive overload of managing 800+ SKUs with 40% understaffing, the five buyer archetypes from Junior to Master that he observed over 16 years, and the three universal forces that drive every buyer's decision: relentless performance tracking, deep loss aversion, and constant turnover. If you want to win in a buyer meeting, understanding the system isn't enough. You need to understand the human being sitting across the table. Topics covered: buyer archetypes (Junior, Operator, Tactician, Strategist, Master), negotiation psychology, internal KPIs, loss aversion, buyer turnover and burnout, meeting preparation, cognitive load. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| The Ideal Go-to-Market Strategy | 28 Apr 2026 | 00:13:02 | |
Episode 20: The Season 1 finale. Jan Wapelhorst brings all 19 previous episodes together into a four-phase framework: Diagnostic, Strategy, Execution, and Ongoing. This is the full picture, the complete sequence for entering German retail successfully. Plus a preview of Season 2. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| When NOT to Enter Germany | 28 Apr 2026 | 00:11:04 | |
Episode 19: Sometimes the best advice is "not yet." In this episode, Jan Wapelhorst shares the five signs that a brand is not ready for Germany, the five signs that it is, and why the most valuable thing an advisor can do is sometimes save you from a premature investment. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Your First 6 Months in German Retail | 28 Apr 2026 | 00:08:54 | |
Episode 18: The listing is not the finish line. It is the starting gun. In this episode, Jan Wapelhorst breaks down what the first six months after listing actually look like, from the 12-week proof period to the three silent killers that destroy new listings before they have a chance. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| What Your Pitch Deck Must Include | 28 Apr 2026 | 00:08:39 | |
Episode 17: After seeing over a thousand pitch decks, Jan Wapelhorst knows exactly why 80 percent of them fail. In this episode, he shares the six-slide structure that works, the three mistakes most decks make, and why the strongest pitches start at the shelf, not in a boardroom. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| How to Prepare for a Buyer Meeting | 28 Apr 2026 | 00:10:48 | |
Episode 16: Seventy percent of the outcome is decided before the first word is spoken. In this episode, Jan Wapelhorst shares the preparation framework that separates brands that get second meetings from those that do not. Including the 70 percent rule, how to read buyer signals in real time, and why the first five minutes determine everything. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| The Hidden Power of Shelf Placement | 25 Apr 2026 | 00:13:41 | |
Episode 15: The consumer spends 1.3 seconds making a purchase decision at the shelf. In that time, position beats everything. In this final episode of Block 3, Jan Wapelhorst decodes shelf placement: the value of each zone, how blocking strategies change your competitive context, and how to defend your position using fair-share data. Plus: a preview of Block 4, where strategy becomes execution. Topics covered: shelf placement, planogram, eye level, blocking strategies, fair share, Regalproduktivität, shelf defence. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com | Email: info@wfr-advisory.com | |||
| What Actually Drives Volume in Promotions | 25 Apr 2026 | 00:13:49 | |
Episode 14: Promotional sales account for 20 to 40 percent of volume in German retail. If your product doesn't work on promotion, you're competing with one hand tied behind your back. In this episode, Jan Wapelhorst breaks down the Handzettel system, explains why the Bon-Uplift is the metric that matters most, and walks through the three most expensive promotional mistakes international brands make. Topics covered: Handzettel, WKZ, Leuchttumartikel, Bon-Uplift, Zweitplatzierung, promotional timing, promotional economics. Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com | Email: info@wfr-advisory.com | |||
| REWE Group: the Orchestration of Balance | 08 Jun 2026 | 00:18:30 | |
REWE refuses to call itself a corporation. Internally, the company talks about itself as a federation, a network, a cooperative. With more than ninety billion euros in revenue, eighteen hundred independent merchants, and a discount sister format called Penny that has quietly become one of the most emotionally distinctive discounters in Europe, REWE is structurally the most complex retailer in the German market. Based on almost eight years of personal buying experience at REWE, Jan Wapelhorst explains why this complexity is both a barrier and an opportunity. Topics include the three-level decision structure of central, regional, and local listings, the special role of REWE Dortmund as a structural exception inside the system, the strategic function of the tourism business in cross-subsidizing the grocery operation, the underestimated power of the independent merchant, and the practical entry strategies that allow international brands to build a real REWE presence without forcing the central listing conversation too early. Includes a structural observation worth flagging for anyone watching the German market from the outside: with EDEKA consolidating from seven regional cooperatives down to six in July 2026, REWE and EDEKA suddenly look more similar than they have in decades. Two federal systems, both still wrestling with the same fundamental question of where authority sits. Companion Brief for this block: insights.wfr-advisory.com Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Schwarz Group (Lidl & Kaufland): the Technocratic Empire | 25 May 2026 | 00:24:24 | |
More than one hundred seventy-five billion euros in revenue. The second-largest retailer in the world after Walmart. A founder who has not given a public interview since nineteen ninety-nine. And a vertically integrated industrial group that owns its own software, its own cloud infrastructure, its own waste management, and is increasingly a real producer in its own private-label categories. This is the Schwarz Group, parent of Lidl and Kaufland, and one of the most influential and least understood organizations in global retail. Drawing on years of personal experience working with the Schwarz organization, Jan Wapelhorst explains the premium discount paradox that Lidl invented (and why that label only describes one half of the picture), the buying culture that international suppliers find difficult to navigate, the role of Kaufland as a strategic full-range platform, and the practical preparation that any supplier needs before walking into a meeting in Neckarsulm. Particularly relevant for international retailers watching Lidl move into their home market and trying to understand what kind of system competitor they are actually facing. Companion Brief for this block: insights.wfr-advisory.com Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Aldi Group: The Perfection of Reduction Logic | 18 May 2026 | 00:19:53 | |
Two brothers from postwar Germany. An assortment of fourteen hundred articles. Personnel costs at one third of the industry average. And a price-setting authority that the rest of German retail follows every single Monday morning. Whether you are an international brand looking at Germany, a German manufacturer trying to understand why your buyer keeps comparing your offer to Aldi private label, or an international retailer watching Aldi expand into your home market, this episode shows you what the Aldi system actually is, how it works from the inside, and where the cost of misreading it is highest. Topics covered: the Albrecht brothers and the founding logic of radical simplification, the math behind Aldi's cost structure, the Nord versus Sued split and what it means for international negotiations, the quiet evolution toward premium discount, and the practical realities of pitching products to a buyer who is interested in three numbers and not in your brand story. Companion Brief for this block: insights.wfr-advisory.com Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| Inside the TRADE SHOW CIRCUIT: What I see when I walk the floor | 22 Jun 2026 | 00:20:02 | |
Five halls, five climates, five versions of the same human comedy. In the past few months, Jan Wapelhorst walked ISM in Cologne, Alimentaria in Barcelona, Tutto Food in Milan, PLMA in Amsterdam, and THAIFEX Anuga Asia in Bangkok. This is the special episode of Decoding German Retail that steps back from the central offices in Essen, Neckarsulm, Cologne, and walks onto the trade show floor instead. This is a BONUS episode, but it is not an episode against trade shows. Trade shows remain, in Jan's view, one of the most efficient ways to scan a market in three days instead of three months of LinkedIn messaging. But the rituals around them, the recurring pavilions, the tear-down that begins long before closing time, the Last Afternoon Hunter with the empty tote bag, and the unscripted conversation that turns a polite twenty minute meeting into something neither party planned for, all deserve to be described with the calm distance of someone who has stood in too many of these halls. Topics include the recurring national pavilions and what they reveal about how a country wants to be seen, the perspective shift that comes from walking the same hall with a different passport, the Chinese pavilion that is changing more than any other and what the parallel from the automotive industry suggests, the universal phenomenon of the trade show tear-down that starts at two PM on the final day, the ecology of the Last Afternoon Hunter who arrives with an empty tote bag and a very specific itinerary, and the meetings that should have been nothing but become the reason you flew. Closes with three observations for anyone planning their own trade show calendar: trade shows are not interchangeable, the perspective changes with the standpoint, and a calendar booked solid from nine to six produces a lot of business cards and very few new ideas. Companion Brief for this block: insights.wfr-advisory.com Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| SESSION 02: LOYALTY VOR LISTUNG | 28 Jul 2026 | 00:15:29 | |
Sommerreihe 2026, Folge 2 von 3 Beschreibung Ein Satz, den Jan Wapelhorst in seiner Zeit auf der Einkaufsseite bestimmt zweihundert Mal gesagt hat, und der auf der Vertriebsseite bis heute ungern gehört wird. Loyalty vor Listung. Das ist kein Marketing-Spruch, sondern ein Gesetz im deutschen Handel, das jeder Einkäufer kennt und das die meisten Hersteller systematisch unterschätzen. Die Folge zeigt die vier Signale, auf die der Handel bei einem Lieferanten wirklich achtet. Das Verhalten in schwierigen Zeiten. Der Umgang mit Konditionsrunden. Die Konsistenz im Auftritt. Und der Umgang mit den Fehlern des Handels selbst. Alle vier zusammen ergeben ein Loyalty-Konto, auf das jedes Jahr eingezahlt oder abgehoben wird, und das der Hersteller nicht mal einsehen kann. Wer sein Konto negativ führt, verliert die Listung auch dann, wenn seine KPIs eigentlich stimmen. Wer es positiv führt, behält sie auch dann, wenn ein günstigerer Wettbewerber mit einem besseren Angebot kommt. Am Ende drei sehr konkrete Prüf-Fragen, die jeder Vertriebs-Verantwortliche in den nächsten zwei Wochen für seine drei wichtigsten Kunden ehrlich beantworten sollte, bevor die Jahresgesprächs-Saison Ende September startet. Wer sich diese Fragen jetzt stellt, hat im Herbst andere Gespräche als wer sie erst im September zum ersten Mal stellt. Companion Brief zur Reihe: insights.wfr-advisory.com Vernetze dich mit Jan Wapelhorst auf LinkedIn für regelmäßige Einblicke in den deutschen Handel. Website: wfr-advisory.com E-Mail: info@wfr-advisory.com | |||
| SESSION 01: WAS SPIEGEL UND SPIELFELD EIGENTLICH IST | 14 Jul 2026 | 00:15:52 | |
Sommerreihe 2026, Folge 1 von 3 Beschreibung Die Origin Story der Methodik. Frühjahr 2022, ein Termin in einer Handelszentrale mit einem internationalen Markenhersteller, der erstmals in Deutschland listen will. Der Vertriebschef gegenüber legt eine fantastische Präsentation vor. Jan Wapelhorst sitzt dort als Einkaufsverantwortlicher und denkt nur einen Satz. Das ist alles nicht das, was ich sehe. Aus dieser Beobachtung heraus entsteht Jahre später Spiegel & Spielfeld, die Beratungsmethodik, die den deutschen Handel aus vier Perspektiven gleichzeitig anschaut. Nach außen. Nach innen. Auf den Punkt. Nach vorne. Vier Fragen, die zusammen ergeben, was im deutschen Handel wichtig ist, wenn eine Marke dort bestehen will. Jede Perspektive wird konkret erklärt, mit den Signalen, die im Einkaufsalltag zählen. Und dann die ehrliche Ansage, warum es genau vier sind. Drei wären zu wenig, weil die Vertriebs-Ebene fehlen würde. Fünf oder mehr wären zu viel, weil der Kunde sie nicht mehr im Kopf sortieren könnte. Vier passen auf eine Serviette. Am Ende der Folge steht der Kern der Beratungshaltung. Der deutsche Handel ist kein Markt, er ist ein System. Und wer in einem System bestehen will, muss aus vier Richtungen gleichzeitig auf sich schauen können. Sonst schaut das System auf ihn, und das ist selten angenehm. Companion Brief zur Reihe: insights.wfr-advisory.com Vernetze dich mit Jan Wapelhorst auf LinkedIn für regelmäßige Einblicke in den deutschen Handel. Website: wfr-advisory.com E-Mail: info@wfr-advisory.com | |||
| EDEKA: The Federal Paradox as Overall Strength | 06 Jul 2026 | 00:20:12 | |
EDEKA is the largest grocery retailer in Germany. More than eleven thousand stores. Seventy-five billion euros in revenue. Twenty-six percent national market share. And yet, outside of Germany, almost nobody has heard of it. EDEKA is, structurally, a cooperative owned by its merchants, organized until July 2026 in seven regional cooperatives and from July onward in six, when EDEKA Nord and EDEKA Rhein-Ruhr merge into EDEKA Nordwest with headquarters in Moers. The central organization in Hamburg formally works for the merchants instead of the other way around. With five years of personal buying experience inside EDEKA in the confectionery and coffee category, with annual buying volumes above two billion euros, Jan Wapelhorst takes the listener inside a system that operates on a logic almost no other major retailer in the world replicates. Topics include the mandatory range and the local curation, the structural consequences of moving from seven regions to six (including the new mathematical possibility of a three-three voting deadlock that the system has never had to resolve before), the strategic role of Netto Marken-Discount as the discount counterweight to the EDEKA premium positioning, the consensus-building buying culture that differs sharply from Lidl, and the cost of treating EDEKA as if it were a centrally managed retailer when it is anything but. Companion Brief for this block: insights.wfr-advisory.com Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail. Website: wfr-advisory.com Email: info@wfr-advisory.com | |||
| SESSION 04: RUNDGANG DURCH EINE HANDELSZENTRALE | 25 Aug 2026 | 00:18:41 | |
Companion Brief zur Reihe: insights.wfr-advisory.com Vernetze dich mit Jan Wapelhorst auf LinkedIn für regelmäßige Einblicke in den deutschen Handel. Website: wfr-advisory.com E-Mail: info@wfr-advisory.com | |||
| SESSION 03: DAS PREISTHEATER | 11 Aug 2026 | 00:27:02 | |
Sommerreihe 2026, Folge 3 von 3 Beschreibung Die konkreteste Folge der Reihe. Weniger Philosophie, mehr Rechnung. Am Beispiel eines Produkts mit einem Euro Listenpreis wird Schicht für Schicht durchgerechnet, was zwischen Listenpreis und Netto-Netto tatsächlich passiert. Grundrabatt, Zentralregulierungsrabatt, Werbekostenzuschüsse, Skonti, Jahreskonditionen, Aktionspreise, Slotting Fees. Sieben Konditionsschichten, keine davon einzeln dramatisch, zusammen aber eine Zahl, die viele Hersteller so präzise nicht kennen. Am Ende der Rechenkaskade steht das Netto-Netto bei etwa 73 Cent aus dem einen Euro Listenpreis. 27 Cent Differenz, verteilt über sieben Schichten, alle strukturell nachvollziehbar und keine davon zufällig. Der Handel kennt diese Rechnung auf beiden Seiten des Tisches. Die meisten Hersteller nur ungefähr. Und diese Asymmetrie ist der Grund, warum das Wort Preistheater überhaupt entstanden ist. Danach die drei größten Fehler aus der Beratungspraxis. Erstens, das Netto-Netto pro Kunde ist unklar. Zweitens, die einzelnen Schichten werden getrennt verhandelt und nicht als Gesamtpaket gedacht. Drittens, Werbekostenzuschuss wird mit Werbung verwechselt. Und zwei sehr konkrete Handlungsempfehlungen, wie sich Vertriebs-Verantwortliche für die kommende Jahresgesprächs-Saison eine ehrliche Landkarte bauen, statt mit Bauchgefühl in den Herbst zu gehen. Companion Brief zur Reihe: insights.wfr-advisory.com Vernetze dich mit Jan Wapelhorst auf LinkedIn für regelmäßige Einblicke in den deutschen Handel. Website: wfr-advisory.com E-Mail: info@wfr-advisory.com | |||