SQL - link to another table based on various rules?

I have the below table which relates to sales and other dimensions.

SALEID	Shop	Channel	  Value	    Products	 Opted In?	New/Repeat	
1	     HOME	 EMAIL	  MEDIUM	CAR	         OPTED IN	NEW	         
2	     GARDEN  PHONE	  MEDIUM	INSURANCE	 OPTED IN	REPEAT       

I then have another table that looks like the below..

Shop	  Channel	Value	Products	    Opted in?	  New/Repeat	RuleID	       IsActive
All	      Email	    Medium	Car,Insurance	Opted In	    All	          888	            1
Garden	  Phone	    Medium	Insurance	    Opted In	   Repeat	      834	            0

I need to link sales from the first table to pull the RuleID from the 2nd table where IsActive = 1. The link can only be made where all the values in the bottom table match the values in the top table

My issue is the way the data is stored on the 2nd table doesn't make it the easiest to link back. For example, some columns will have "All" in them... instead of the name of the SHOP. And also, the products column will sometimes have comma separated values in them instead of just one item.

In the example, the first table should pull through the ruleID 888 as it does match all of the criteria.. but what would be the best way to handle the columns that display either "ALL" or comma separated values?

I did find a split string function to handle comma separated values online, however I still can't get my head around how to implement it and deal with the "Alls"

Any ideas on how to handle this? I can't seem to find any similar issues when I search online!

If I understand you right, then you could just do it like this:

SELECT * FROM Table1 JOIN Table2 ON (Table1.[New/Repeat] = Table2.[New/Repeat] OR Table2.ColumnName = 'ALL')

etc

Abstract example:
http://sqlfiddle.com/#!9/cb091e/5