The Power of Collaborative Partnerships: How We Create Opportunities and Drive Growth for Our Suppliers and Customers
Background
Whitworths and DCS worked together to identify a strong customer partner to collaborate on a significant distribution and growth opportunity. Both Whitworths and DCS have huge confidence in Whitworths’ healthy snacking solution and the size of the potential opportunity. In-Home Bargains, we found a progressive and entrepreneurial partner. With a shared goal, we then started the discussion, collaborating on creating the right consumer proposition that worked for Whitworths, Home Bargains and DCS. Once on the shelf, we were sure the product would deliver and drive trial and repeat purchases.
Proposal
Whitworths is the number one brand in the Dried Fruits, Nuts and Seeds category and therefore it was key to get distribution for the healthy snacking brand in January to maximise the New Year consumer trend. Using our collective experience and working with Home Bargains, we understood their priorities and collaborated on a proposition that would work for all parties. We looked at their current healthy snacking offering, discussed their customer demographic and shopper needs as well as their market share to select a range and calculate a potential size of the prize for the opportunity. We proposed a data and insight-led solution, consisting of a core product range and a strong activation plan in-store and online. Their range featured a core 9 products satisfying three consumer needs and we collaborated on forecasting to manage the launch efficiently through the entire supply chain.
Results
Our collaborative approach meant that the right products were launched brilliantly at the right time for the Home Bargain’s shopper. The feature end in store was fantastically executed by store managers who were impressed with the plan and fully supported the initiative. Sales exceeded the original forecasts we had jointly created! The success of the launch is a testament to the collaborative approach taken at every stage of the plan.
Next Steps
Working in partnership with Home Bargains, Whitworths is creating a bespoke range to extend the proposition and appeal to more of their shoppers' needs. This 3-way collaboration enables us to explore all growth levers for Home Bargains and Whitworths, as well as make sure that the commercial package delivers for everyone and is sustainable. We are committed to driving growth – growth for our Supplier partners and growth for our Customers. This is a great example that demonstrates how we unlock and create new growth through the power of collaborative partnerships.