Show Notes
A few days ago, I recorded this episode the day before stepping onto the stage of an international conference. Everyone says sustainability matters. Retailers publish ambitious CSR commitments. Suppliers invest in greener products. Customers say they care. So why does price still seem to win every tender? In this episode of The Retail Revolution Diary, I explore one of the biggest frustrations suppliers face: turning sustainability into a real competitive advantage in retail tender instead of an additional cost.
You'll discover: Why sustainability alone rarely wins a retail tender. The gap between what customers say and what they actually buy. Why value perception matters more than technical specifications. The biggest mistake suppliers make: introducing innovation too late in the buying process. How to influence the brief before the tender starts. Why shaping the retailer's thinking is far more powerful than simply responding to their request.
If your sustainable innovation isn't changing the retailer's decision, it may not be a product problem, it may be a timing problem. A practical episode for suppliers who want sustainability to become a business advantage, not just a marketing claim.
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