Mastering Retailer Relationships

Successful Revenue Growth Management

4-5-6 June 2024

13:45-15:30 GMT | Virtual

1-2-3 October 2024

13:45-15:30 BST | Virtual

Workshop overview

In retailer facing commercial roles, having a strong understanding of how retailers work and using this knowledge to build great relationships, is essential to deliver success.

We’ll take you through how you can leverage better understanding of the needs and challenges of your retailer to build better proposals and have productive engagement.

This is the perfect next step if you have recently completed our, Successful Category Management, Data to Insight or Account Management workshops.

Learning outcomes

A better understanding of how retailers work and what opportunities that brings

Be aware of what to consider in your proposal to get better traction with retailers and optimize your plans

Know how to manage your meetings with retailers to ensure you deliver objectives and benefits for you and the retailer

Who’s it for?

Those building their capabilities in their commercial careers, who are in retailer facing roles inc. account managers, category managers and shopper marketers.


Really insightful and great to have so many real life experiences from both the tutors and fellow students. It stretched me in terms of the areas that are not my day to day.

Great course! Really enjoyed the exercises we did across the three days and loved hearing the perspective of the tutors and their real life experiences.


This online training is delivered across three bite-sized sprints

Day 1
Duration: 2hrs

Understanding the retailer

Understand the supply chain from distribution to shelf, and how to build plans with the retailers’ challenges in mind

Gain a closer look at the retail outlet and the challenges of selling products to shoppers

How do retailers make money? Understand the common retail financial models and how to factor these into proposals

Day 2
Duration: 2hrs

Collaborative relationships

Recognise and leverage the retailer’s business rhythm to build plans and proposals with realistic and appropriate time frames

Understand the key metrics of sales performance and how they can be influenced – when to and not to leverage historical performance

What are the needs of your key customer contacts and how can supplier plans and proposals support them?

Day 3
Duration: 2hrs

Meaningful engagement

What are retailers looking for from suppliers. What adds value to the relationship and what doesn’t

Learn how to develop winning customer proposals by delivering triple win solutions

Plan for successful and effective customer meetings with pre-meeting preparation

Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield