#SheWorkshop: Crack the retail code

🗓️ Tuesday 30 June, from 19h to 21h
📍 #SheDIDIT, Statiestraat 5, 2600 Berchem

Getting your product onto a retailer’s shelf can feel like navigating a black box. You may have a strong product, appealing branding, and even early traction, yet still face rejection or silence. The reason is simple: retailers don’t just buy products. They buy stories that make commercial sense.

This workshop is designed to help you understand what truly drives retail decision making and how to position your product in a way that resonates. Success in retail isn’t just about what you sell, it’s about how clearly and convincingly you connect your product to consumer demand and retail profitability.

At the heart of this is your trade story: a structured, strategic narrative that answers the questions retailers actually care about:

• What consumer trend are you tapping into?
• Which real need are you solving?
• Who is your target shopper, and why will they choose your product?
• What proof do you have that it works?
• And ultimately: how does your product generate value for the retailer?

In this workshop, you’ll learn how to build a compelling trade story from the ground up, one that speaks both to the retailer and the end consumer. We’ll break down the essential components of a convincing trade story and show you how to fill each part with the right content, from insights to evidence.

You’ll also discover why starting from the consumer and shopper perspective is critical, and how aligning this with the retailer’s priorities strengthens your pitch significantly.

💡 By the end of the session, you’ll walk away with:

• A clear understanding of the different parts of a powerful trade story
• Practical tools to craft each section with confidence
• A sharper, more persuasive narrative tailored to retail buyers
• A strong answer to the most important question: what’s in it for them?

Whether you’re preparing for your first retail pitch or looking to improve your current approach, this workshop will give you the structure and clarity you need to turn interest into shelf space.

✨ About the coach

Sabine Claeys is the Head Business Coach at #SheDIDIT’s #SheMeansBusiness. She founded her own business coaching company 6 years ago, mijn kern. With over twenty years of experience in strategy, sales, category management, marketing, wellbeing and leadership. From corporate roles at Colruyt Group and Nike, among others, to coaching hundreds of entrepreneurs, SMEs and start-ups as a holistic business coach at Start it @KBC, Unizo & Fempreneurs.