Suntail

About Suntail

Suntail is an innovation and transformation consultancy founded by Samantha Mulder, a senior project and program manager with more than 15 years’ experience leading change across major retail and hospitality brands.

We help businesses get ready for the future by combining smart technology, practical process design, and customer-first thinking. Whether it’s modernising in-store operations, improving the guest journey, or introducing autonomous and digital retail concepts, Suntail delivers projects that create real, lasting impact.

Our key areas of expertise include:

- Project and program management for retail and hospitality transformation

- Roll-out of autonomous, self-scan and digital retail technology

- Process optimisation and Lean Six Sigma-based improvement

- Customer experience design and next-generation store formats

Recent highlights include leading the rollout of Scan & Go and digital signage for Albert Heijn, improving in-store efficiency for A.S. Watson, developing autonomous store pilots with PostNL and AiFi, opening Aldi’s largest autonomous store in London, and delivering business transformation programs for Jumbo Supermarkten and Landal.

At Suntail, we believe innovation only matters when it makes daily operations smoother and customers happier. We turn complex ideas into practical solutions that boost performance, teamwork, and customer experience.

Suntail – Making Retail Innovation Work.

Keywords

• Autonomous Retail
• Business Process Design And Improvement
• Customer Success
• Digital Innovation
• Format/Formula Development
• Hospitality Project Management
• It-Business Project Management
• Performance Optimalization
• Physical Payments Specialists
• Project Management
• Retail Innovation
• Retail Management
• Retail Operations
• Retail Project Management
• Time Spent Optimalization

Address

• Headquarters

  BilthovenUtrecht, Netherlands

Team by function

Based on 1 public job profiles as of 3 September 2026.

• Founder / Owner1