Simon Dunn (Optima Retail) and Anna Henwood (Stickybeak) sat down for an honest, practical conversation on winning the buyer meeting - when the shelf has stopped growing, and every listing, facing and range decision is contested.
Simon spent over a decade as a buyer and category leader at Tesco and Sainsbury's. He shows what actually cuts through from the buyer's side of the desk: why historic data loses the meeting, what wins more facings, and what saves a SKU from the delist sheet.
But winning that room also comes down to something bigger than meeting tactics: the teams that win are the ones who've built the capability to turn the right data into better decisions, faster than the competition, including knowing where AI genuinely helps and where it just adds noise.
Anna brings the consumer evidence that backs it up - how the best teams walk in already knowing how their product performs on shelf, why the pack works, and where their price sits, before launch.
This session is for FMCG commercial marketers, sales and category teams - anyone whose work has to win at the shelf, whether you sit in the buyer meeting yourself or you're the marketer or category lead whose pack, price and NPD get judged there.
Watch the full conversation on demand.
