Inside the World of a Buyer
How buyers really think, decide and operate.
Four decades of experience leading major retail trading teams and working with every kind of supplier, from global brands and own-label manufacturers to founders, start-ups and challenger brands. My advice is grounded in experience, not theory, with a practical understanding of how buyers think, what drives decisions and how great products earn their place on the shelf.
The book
If you want to influence a buyer, first understand their world.
This straight-talking, practical guide opens up the world behind supermarket buying: the customer, category, range, numbers, supplier relationships, internal pressures and commercial judgement that sit behind every decision. Drawing on more than four decades in retail buying, trading and leadership, Louise Dolan explains not only what buyers do, but why they do it, with real-world lessons, practical questions and a little humour along the way.
The launch · hosted with Really Good Culture
An evening in London.
17 November 2026, Central London. Drinks from 5pm, with James Bailey introducing Louise at 6:30pm. Invite only.
Endorsed by leaders at
What the industry says
Louise is endorsed by leaders.
Louise is a truly authentic leader and best in the business when it comes to creating the conditions for buyers and suppliers to build relationships, shared effort and shared success.
Rachel Eyre Chief Customer and Digital Officer, Asda 
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An invaluable read for suppliers, founders and commercial teams who want to truly understand how retail buying really works.
James Bailey CEO, Pets at Home and Former MD, Waitrose 
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Brilliant insights into the world of buying from an absolute trading legend. Loved the book.
Nic Waller Trading Director Fresh, Ocado Retail 
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An essential read for suppliers of any size. Written with a true understanding of the industry, from years of trading experience and with valuable practical insights punctuated with relevant industry case studies to illustrate the key messages.
Sean McCurley Senior Commercial Leader -
In a high-pressure market, Louise has that brilliant and scarce ability to create a positive, high-energy, people-first culture while delivering exceptional commercial outcomes.
Rachel Clark Commercial Director of Grocery and GM, Sainsbury’s 
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Louise is a truly authentic leader and best in the business when it comes to creating the conditions for buyers and suppliers to build relationships, shared effort and shared success.
Rachel Eyre Chief Customer and Digital Officer, Asda -
Louise has a real superpower for breaking down barriers between teams and suppliers, creating the trust, collaboration and confidence that help people do their best work.
Elizabeth Newman Managing Director, Majestic Wine 
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Full of energy, Louise has always championed exciting new products and the people behind them.
Charlie Bigham Founder, Charlie Bigham’s 
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Louise has repeatedly given opportunities to young, innovative brands to break through into retail. Her natural curiosity and empathy have been invaluable for me as a founder, and I’m well aware I’m not the only one grateful for her support and guidance. I believe this makes her a unique leader in our industry.
Ed Hauck Co-Founder, Curators 
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Louise brings an exceptional understanding of retail and commercial strategy. Her insight and guidance have been invaluable as we’ve grown our retail business, and she has been an exceptional mentor to me.
Teddie Levenfiche Co-Founder, PerfectTed 
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Louise is highly respected for her ability to make a real difference to the way retailers and suppliers work together, building trust, improving collaboration and helping partnerships deliver.
Rob Sexton Chief Executive, Yeo Valley Farms Ltd 
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Louise genuinely understands the realities of retail and the challenges suppliers face, and has consistently brought people together in a way that builds trust, improves collaboration and strengthens performance.
Rob Bland Commercial Leader