Decoding German Retail
The Biggest Mistakes International Brands Make
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…