Category Development. Client and Supplier together to develop a joint growth plan

Estimated reading time 1 minute, 38 seconds

📌 A New Language and an Effective Dialogue for Shared Growth

by Rachele Soliera

17 February 2020

Even when the relationship is strong, the dialogue between retailers and manufacturers is not always straightforward. Different interests are at stake, and they don’t always align. However, with the proper methodologies, it is possible to build common ground, simplify complex challenges, and transform discussions into real opportunities for growth.

That’s exactly what happened in this LEGO®SERIOUS PLAY® and Design Thinking workshop, where two major multinational companies worked together to define a joint plan to develop their category in the target market—all in just one day.

Workshop Structure – Key Steps

Consumer Understanding
– Who are the key customer profiles?
– Why do they choose one channel over another? (analyze User Experience)

Designing the Ideal Retail Space
– How should the store be structured to enhance the category?
– What key benefits and levers must be activated to achieve this goal?

Verifying the “Fit” Between Offer and Consumer Needs
– Does the proposed model truly align with customer expectations?
– What are the gaps and barriers preventing full-category development?

Turning Obstacles into Opportunities
– Using the Lightning Decision Jam technique, we transformed gaps into concrete ideas and actions
– evaluating them based on their business impact and the effort required for implementation.

Building a Joint Action Plan
– The proposed actions were structured into a strategic timeline
– creating a shared action plan between the customer and supplier.

Why This Workshop Made a Difference

🚀 Effectiveness: In just one day, participants analyzed and aligned on the key pillars of a joint business plan.
🚀 Efficiency: A productive and highly effective session allowed teams to visualize the path forward, identify challenges and opportunities, and turn ideas into actionable solutions.
🚀 Collaboration & Partnership: A participatory approach that eliminated conflicts, turning a routine meeting into a strategic experience of real value, proving that collaborating with the proper methodology is the key to true innovation.