PLMA’s Lunch and Learn webinars are designed exclusively for private label manufactures (PLMA members), retailers and wholesalers who wish to expand their knowledge of the private label business. PLMA organises several webinars a year, each focusing on different topics.
The next session will be held on Wednesday, 23 September from 12:30 to 13:30 CET with Paolo Bonsignore, Commercial Director at Coop Italian Food. He will discuss 'Overcoming Internal Biases to Drive Private Label Innovation: The Coop Italia Case'.
Drawing from Coop Italia’s experience in doubling the market share of its private label in just two years, this presentation explores the nine mental biases that often hinder innovation and clarity in retail organizations. Among them: the fear that “change is dangerous,” the belief that “people only care about brands,” and a particularly revealing one - the idea that “buying is more important than selling.” This last bias is especially relevant for retailers seeking to reconnect with consumer needs and for manufacturers aiming to better understand their retail counterparts.
Each bias will be illustrated with real-life examples and how it was overcome through a proprietary methodology called Orienteering™, which blends data, empathy, and strategic branding to guide decision-making.
Practical, honest, and rooted in real retail transformation, this case history offers a fresh perspective for retailers willing to see through a different set of eyes - and for manufacturers ready to evolve their approach to private label partnerships.