Get to know us

Caracter is an international retail consultancy firm. With us, everything revolves around shoppers and the time of purchase. Both online and offline. We are known for our brave, pragmatic and feasible solutions, with maximum efficiency.

We can work from A to Z in retail. We analyze, advise and implement on the level of formula and organization, channel, shelf and category. Our professionals work in projects for both retailers and suppliers. Please also visit our Shanghai office.

How can we help you?


Nice to know

A flavour of our work

  • Training customer and shopper approach,
    Studio 100
    Read more
  • Partner program,
    Jan Linders & Nedac Sorbo
    Read more
  • Category vision,
    Santa Maria
    Read more
  • Trade marketing 2.0,
    Read more
  • Category vision,
    Read more
  • Category strategy,
    Sweetpoint Peppers
    Read more
  • Rebuilding 3.000 stores,
    Miracle World Shanghai
    Read more
  • Category vision,
    Groupe SEB
    Read more

“There is only one boss. The shopper. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Sam Walton, founder Walmart

What clients say about us

Rogier Donkers
Rogier Donkers Category Manager,
AB Inbev
We contribute to our retailers in a different way now

Caracter helped us creating a category vision on specialty beers. Besides supporting the project team, Caracter contributed to the new vision that had to be created. Starting point is the category and not our brands, which resulted in a different contribution to our retailers and offer solutions to expand the grow of the high-margin specialty beers category even more.

Marlies Straathof
Marlies Straathof Manager Trade Marketing,
A-ware Bouter Cheese
An impulse for professionalism of trade marketing

Trade Marketing is further established by the contribution of a Junior Professional. The fundaments are strengthened with improved and newly created reporting tools. Our internal focus is shifted from data providing to evaluations and strategic advice. Finally, the interim period was even extended to 9 months.

Silvie Verroken
Silvie Verroken Decorative Coatings,
Akzo Nobel
Their expertise and specialism really added value

We experienced the collaboration as very pleasant, especially the expertise and specialism in their discipline. Following on an advisory process for our Customer Marketing division, we persecuted the collaboration with an interim professional. The position of Customer Marketing Manager was temporarily fulfilled by a Caracter senior professional. This created the basics for our team performance and strategic direction for our new Customer Marketing division.