How retailers actually decide and how to win
Free tools and insights from a former Kingfisher & ADEO buyer.
Retail Quick Wins Playbook
Retail Tender Go/No-Go Tool
How Buyers Think
The Retail Revolution
Quick actions to strengthen your retail performance
Know if a tender is worth it; before you start
Understand how retailers evaluate and choose
The fundamentals of winning with retail
Is this you?
If this sounds familiar, you’re in the right place.
Always reacting, never leading
Some wins. Many misses. No clear pattern behind what works.
Relentless price pressure
Retailers push on price and you’re not sure how to defend your value.
Unpredictable results with retail
Emails, tenders, urgencies but no clear strategy driving your growth.
Flat or declining turnover
Revenue isn’t moving. You blame the market but something isn’t working.
Constant comparison to competitors
You’re benchmarked against others and struggle to clearly show why you’re different.
Doubt on your offers or tenders
You’re not fully confident in what you’re putting forward or why it should win.
Most suppliers don’t lose on product, they lose on how they’re positioned and evaluated.
FAQs
Who is this for? This is for suppliers already working with, or trying to work with retailers, who want to improve how they position, pitch and win with buyers. If you’re dealing with tenders, price pressure, or strong competition, this is exactly where this work applies.
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What will I actually get? A clear, structured way to understand how buyers think and how to align your offers, positioning and tenders with that. The goal is simple: help you stand out, defend your value, and win more often.
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How is this different from a consultant or agency? Most consultants advise from the outside. This is built from inside the buying function, based on how retailers actually evaluate and choose suppliers. It’s practical, structured and focused on helping you build offers that get chosen.
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What happens on the call? We’ll look at your current situation, how you’re approaching retail today and where things may not be landing with buyers. You’ll leave with a clearer understanding of what’s working, what isn’t and where the biggest opportunities are.
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Does this work in any retail category? Yes. Buyers don’t only choose products, they choose offers. Whatever the category, retailers are comparing value, differentiation, commercial potential and the supplier behind the offer. And when products look similar, those differences matter even more.
Strategy. Differentiation.
What actually makes retailers choose.
I’m Fiorella Origlia, former buyer at ADEO & Kingfisher.
I’ve worked on tenders, supplier selection, and category decisions, seeing first-hand why some suppliers get chosen while others don’t.
Most suppliers don’t lose because of their product.
They lose on how they’re positioned, structured and presented.
That’s exactly what this work fixes.
A clear, practical way to help you become the kind of supplier retailers choose.