Joost van der Laan Retail EconomicsI help retail companies and their suppliers passionately to improve Marketing, Logistics and Store Operations. My projects result in higher customer traffic and turnover, lower costs and often a substantial increase in profitability.

And I coach, train and lecture professionals and students to successfully use Retail Economics tools. Long term client “Jumbo” has become “Best Supermarket Chain” in The Netherlands.

Short resume



CONSULTANCY PROJECTS as independent consultant; 1993-present; see case histories:

CTAC POWERHOUSE / RE-SPECT; 2004-2006; marketing ERP systems in Food Retail

ERASMUS FOOD MANAGEMENT INSTITUTE; 2001-2003; parttime Research Director; research projects for 50 A-brand suppliers, 20 retailers and 10 service providers. Reports on “Logistics for Commercial Managers, “Online Shopping Learning Effects”, “Category Management” etc.; mentoring of graduate economy students.

COOPERS & LYBRAND (PriceWaterhouse Coopers); 1997-1999; project management at the ECR Center of Excellence Europe:

  • Value Chain Analysis projects (e.g. Sara Lee UK)
  • Category Management supplier/retailer projects (e.g. Unilever/Jumbo)
  • Efficient Consumer Response (ECR) seminars in the Baltics for Proctor & Gamble
  • Development Cost Profit model

VAN EERD GROUP / JUMBO Supermarkets; 1995-2000; consultancy and interim management; Director Wholesale Division 1997-1999; development of successful Jumbo EDLP store format; Category Management projects for all 36 product categories; introduction productivity planning and automatic replenishment.

AC NIELSEN; 1991-1993; Director PRODIS consultancy division:

  • Multi-client projects (e.g. Distribution of Perishables)
  • European image research project for Johnson Wax
  • DPP supply chain cost/profit projects
  • Space Management
  • Location research Mc Donalds

LUNDIA; 1990; Interim Manager Logistics; introduction of customer service department and routeplanning for consumer deliveries

AT KEARNEY; 1989-1991; consultancy in variety of industries and areas. Examples:

  • Organizing Total Quality Management (TQM) practice of AT Kearney
  • TQM at “De Fenix” production plant
  • Reduction quality costs at Wegener Tijl printing division
  • Distribution Kortman Intradal manufacturing
  • Intercompany transportation Molnlycke
  • Multimodal transportation Province of Brabant
  • Logistics structure Vroom en Dreesman department stores

BLOKKER Household Stores; 1987-1989; Director Logistics; development of automated central warehouse and introduction purchasing system

VOMAR Supermarkets; 1985-1987; Manager ICT and Logistics, introduction of scanning and productivity system in the stores, shrinkage project, outsourcing transportation, development of central automatic replenishment.

AHOLD; 1981-1985; acquisiton, investment analysis, projectmanager and site manager full-line Albert Heijn warehouse Zwolle, Controller Distribution Ahold

BIJENKORF Department Stores; 1977-1981; Manager Research & Development; consumer research, store marketing planning, Overhead Value Analysis with Mc Kinsey; promotion effectiveness research, management Loyalty Card and first European Apple PC shop.



Joost van der Laan has a Science (physics and chemistry) bachelors degree from the University of Amsterdam and a Business Administration masters (drs) degree from the University of Rotterdam.

His thesis was on computer modelling of the Exxon Lube Oil Blending Plant in Rotterdam (“Lubrication of Policy Making”).

Recently Joost became NLP Practitioner and Avatar Master, and he studied Coaching, Enneagram (personality types) and Hypnotherapy, to improve consultancy and training practice. He was also licenced as investment advisor.



TOURISM COLLEGE BALI; 2001- ; visiting lecturer; contact Dr I.W. Mastra, former Bisshop Protestant Christian Church of Bali.

WAGENINGEN UNIVERSITY; 2001-2005; visiting lecturer at the International Food Management Programm; Efficient Consumer Response and Category Management; contact prof. Adri Beulens.

ERASMUS FOOD MANAGEMENT INSTITUTE; 2000-2003; parttime Research Director; research projects for 50 A-brand suppliers, 20 retailers and 10 service providers. Reports on “Logistics for Commercial Managers, “Online Shopping Learning Effects”, “Category Management” etc.; mentoring of graduate economy students.

Lecturer Master of Food Program; management of sections Logistics and Category Management, mentoring of postgraduate students; contact Dr Laurens Sloot.

NYENRODE UNIVERSITY; 1994-2000; visiting lecturer postgraduate Food Management Studies.

ECR EUROPE SHRINKAGE COMMITTEE; 2003-2005; strategies to prevent shrinkage by internal and external theft and process failures; the ECR Europe Shrinkage Report.

SPEAKERS ACADEMY; guest speaker for seminars and business events; 2001- .

NATIONAL FOOD CONGRES ADVISORY BOARD; 1995-2001; organization of 6 congresses for top managers of Dutch food retailers and suppliers.

FOOD PERSONALITY; 1998-2000; consultant and writer monthly articles on product specific Category Management (“Mr Category”); bi-monthly columns (“Erasmusketiers”).

STEERING COMMITTEE ECR CONTINUOUS REPLENISHMENT; 1996-1997; project management ECR CRP project of suppliers Mona (deserts), Uniekaas (cheese), Johma (salads), Stegeman (meat products) and supermarket chains Jumbo, Vomar, Konmar, Hermans and knowledge institutes Coopers & Lybrand, ATO/DLO and Wageningen University.



IRON CONDOR INVESTING; 2009-present; development of “The Iron Condor Option Investment Method”, and selling the e-book on

INTERNET MARKETING; 2003-2009 ; management of 40+ Google Adwords campaigns for small businesses. Check out my website (in Dutch!) on Internet Marketing.

JOWAMANDARI VILLAS BALI; 2001-2005; development of a small villa resort in Bali Indonesia, including a tropical garden and KOI carp ponds.



Case histories are completed projects by Joost van der Laan. They are examples for future activities for clients. These overviews of consultancy projects are anonymous, unless they are published in trade magazines or presented in a public presentation by client consent.



Van der Laan J., Barkhuysen R., Van Leeuwen E., Swinkels G., Robbe H. (2017), “Richtlijn Injectables voor Tandartsen en Tandartsspecialisten” (“Guideline Esthetic Injectables for Dentists”), De Nederlandse Vereniging voor Dento faciale esthetiek, NVDFE. Dutch.

“Nine Battles of Online Grocery”, Retail Economics, 2016.

“Bloeddruk Natuurlijk Ideaal” (“Bloodpressure Naturally Ideal”),, 2015. Dutch.

“Iron Condor Methode” (Professional Option Trading System), 2014. Dutch

“Online Grocery Retailing is Tricky Business”, Retail Economics, September 2012.

“Benefits of Automatic Store Replenishment and Cycle Counting”, Retail Economics, January 2012.

“Optimal Case-Pack Quantity of FMCG products”, Retail Economics, September 2011.

“Supply Chain Integration for Excellent Service Organizations”, Executive Outlook, March 2001, p. 8-21, and update in April 2010

Sloot L., Van der Velden J., Van der Laan J. en Stok H. (2001), “Het Merken van Versproducten” (“Branding Fresh Products”), Erasmus Food Management Instituut, EFMI 2001-01, pp 65. Dutch.

Beuk F., Laan J. van der, Aalst M. van. en Sloot L. (2001), “Online Food Retailing”, Erasmus Food Management Instituut, EFMI 2001-04, pp 80.

“Distributie van Levensmiddelen” (“Food Distribution in the Netherlands”), Praktijkboek Magazijnen, 2001.

“De toekomst van online food retailing” (“The Future of Online Food Retailing”), Tijdschrift voor Marketing, February 2000, p. 70-74.

Van der Laan J., Sloot L., Beuk F. en Aalst M. (2000), “De opkomst van eMarketplaces in de FMCG-sector” (“eMarketplaces in FMCG”), Erasmus Food Management Instituut, EFMI 2000-06.

“Hoe een supermarkt kan verdienen aan internet” (“How a supermarket can make profitable use of the internet”, Food Personality, January 2000, p. 58-61

Waarom Internet en levensmiddelen elkaar niet verdragen” (“Why Internet and food are incompatible”), Food Personality, November 1999, p. 34-37

“Teleshopping kan niet rendabel zijn” (“Teleshopping of food will not generate a profit”), Food Personality, August 1997, p. 42.

“Verbeteren van de resultaten van promoties” (“Improving promotion results”) Food Personality, March 1997, p. 22-25.

“Efficient Consumer Response voor supermarktmanagers” (“ECR for store managers”), Food Personality, March 1996, p. 28-29 and April 1996, p. 8-9.

“Is uw bedrijf al preferred supplier?” (“Are you already a preferred supplier?”), Sales Management, November 1995, p. 24.

“Zin en onzin over het DPP model” (“Common sense en myths about the DPP model”), ProdetisReview, June 1995.

“Portfolio analyse voor rendementsverbetering” (“Portfolio analysis for profit improvement”), Food Personality, May 1995, p. 52-57.

“Hoeveel beleveringen per week” (“Optimising the delivery frequency”), Levensmiddelenkrant, 28 January 1995.

“Category Management”, Yearbook of the Dutch Marketing Association (NIMA), 1995, p. 75-81

“Category Management en ECR leveren 1,7 miljard winst op” (“Category Management and ECR have a profit potential of 1.7 billion per year”), Food Personality, September 1994, p. 8-9.

“Customer Account Profitability draait de zaak om” (“The reversed approach of Customer Account Profitability”), interview Food Personality, August 1994, p. 6-7.

“DPP, gaat de tijger weer grommen” (“DPP, will the tiger roar again”), Food Personality, August 1994, p. 19.

“Verbeteren van het rendement van het schap” (“Improving shelf profitability”), Levensmiddelenkrant, 7 June 1994, p. 3.

“Het private label als merkartikel” (“Private labels and branding the store”), Levensmiddelenkrant, April 1994.

“Betere margemix dankzij groei versgroepen” (“Improving gross margin with the Coolfresh categories”), Levensmiddelenkrant, February 1994, p. 9.

“De scannende kassa kan zelf bestellen” (“Computer Aided Ordering in the store”), Levensmiddelen krant;, 4 June 1993.

“Concurrentiekracht in de supply chain vergroten door uitbesteding van fysieke distributie” (“Competitative advantage in the supply chain”), Tijdschrift voor Inkoop en Logistiek, June 1993, p. 54-64

“Opstellen van vingerafdruk belangrijk middel bij urenplanning” (“Fingerprinting the seasonality of sales and productivity”), Levensmiddelenkrant, 10 April 1993, p. 2.

“Wat is DPP” (“What is Direct Product Profitability”), Seminar Euroforum, 30 and 31 march 1993.

“Urennormering in de strijd tegen loonkostenstijging” (“Using productivity systems to reduce store costs”), Levensmiddelenkrant, 13 February 1993, p. 2.

Informatievoorziening en goederenstroombeheersing” (“Information technology and supply chain management”), Nieuwsblad Transport, 2 November 1989, p. 7.

“Reele tariefstructuur helpt bij optimalisatie van het expeditieproces” (“Improving the transportation proces by using a realistic tariff system”), Nieuwsblad Transport, 14 September 19.


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drs Joost van der Laan
J.W. van der Laan Marketing & Logistics BV
Prins Clauslaan 3
3852 DA Ermelo, Netherlands
Tel.: 0031-6-53846927
Chamber of Commerce 320 56641, VAT number NL802737213B01