Free Webinar
From Zero-Sum to Triple-Win in RGM: Aligning Shoppers, Retailers, & Manufacturers
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A practical walkthrough of how to design RGM decisions that create value for all three parties, and how to operationalise the approach in real portfolios.
Triple-Win RGM
Most RGM decisions create tension because the incentives are not naturally aligned. Manufacturers optimise for margin and net revenue. Retailers optimise for category performance and shopper loyalty. Shoppers optimise for value and relevance in the moment.
In this webinar, Ingo Reinhardt and Tim Schneider unpack what a “triple win” looks like in practice and why it is hard to deliver with price changes alone. They explain the core mechanics behind retailer manufacturer alignment, show why single product thinking often leads to suboptimal outcomes, and walk through how portfolio moves and pack architecture can shift the value curve so that everyone benefits.
You will also see a live demo of how triple win scenarios can be identified and tested at portfolio level, including competitive effects, mix shifts, and retailer outcome visibility.
Watch the session to learn how to move from negotiation friction to measurable, repeatable win win win decisions.
What You'll Learn
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What typically blocks a triple win
How retailer negotiations, competitive fear, and limited shopper insight derail otherwise rational commercial moves. -
Why manufacturer and retailer optimisation often fails
A simple explanation of the structural misalignment and why joint optimisation can create materially higher total value. -
Why price changes alone rarely create a true triple win
The underlying logic that shows why shopper value usually declines as price rises, even when manufacturer and retailer profit improves. -
How triple win is most often achieved
Why portfolio improvements, PPA changes, and targeted offer design are usually the levers that unlock real win win win outcomes. -
How to operationalise triple win in practice
How to evaluate scenarios using clear KPIs for manufacturer, retailer, and shopper, then turn results into actionable negotiations and execution plans.
Meet the Speakers
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Ingo ReinhardtCo-founder and Managing Director at Buynomics |
Before Buynomics, Ingo was a Senior Director with Simon-Kucher & Partners, a global leader in pricing. He holds a Ph.D. in Management from the University of Cologne and Master's degrees in Management and Mathematics. Ingo was a PostDoc at the University of Oxford and published in the Strategic Management Journal.
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Tim SchneiderHead of Sales Engineering at Buynomics |
Tim is the Head of Sales Engineering at Buynomics. Prior to joining Buynomics, Tim worked at Boston Consulting Group's industrial goods practice in the UK, Saudi Arabia, and Germany.
Session Highlights
Why triple win matters now [04:03]
Real-world examples of retailer manufacturer conflict becoming public, and why misalignment creates reputational and commercial risk.
Defining triple win and how to measure it [05:29]
A practical definition and a clear KPI proxy for shopper value using units and mix.
What blocks triple win most often [07:05]
Poll insights and what they imply for day-to-day execution.
The retailer manufacturer dilemma [10:19]
Why independent optimisation can produce worse outcomes than joint optimisation, even when both sides are “rational.”
What must be solved between retailer and manufacturer [14:46]
Two tasks: finding the joint optimum, then agreeing how to split the benefit.
Why shopper value often moves in the opposite direction [16:44]
How shopper surplus declines as price rises, and why this makes triple win hard with pricing only.
A practical PPA example that created a triple win [20:23]
How changing pack structure and introducing value packs can increase units and revenue at the same time.
Live demo: identifying triple win scenarios in a portfolio [22:29]
How scenario testing shows retailer win, manufacturer win, and shopper win across multiple levers.
Triple win via price changes vs product introduction [28:14]
Two approaches compared, including how mix shifts can change realised prices without explicit price moves.
What makes triple win achievable [35:58]
The minimum conditions needed, and why portfolio improvement is often the biggest unlock.
Q&A
What most often prevents a triple win from happening?
In the session poll, difficult retailer negotiations and fear of losing competitiveness were most commonly selected. The discussion emphasises that operationalising triple win requires credible transparency on outcomes so negotiations are anchored in shared facts, not assumptions. [07:05]
Can the triple win concept work beyond FMCG, including B2B and B2B2B?
Yes. In pure B2B, the logic often becomes a “double win” because there are two parties. In longer value chains, the same principle applies: optimise total value created across participants, then define a split that is sustainable for each stakeholder.
How does Buynomics create virtual shoppers, and what data do they learn from?
The webinar explains that virtual shoppers are trained on market behaviour using sales and product data. The model learns how shoppers switch between products and how outcomes change under different scenarios, enabling portfolio-level simulation and optimisation. [45:20]
What kinds of consumer data matter most for turning retailer tension into collaboration?
The answer in the session focuses less on “one perfect dataset” and more on outcome transparency. The key is having credible modelling that can show expected impacts for both retailer and manufacturer, and a defensible view of shopper response to proposed changes, so both sides can align on the same expected outcome.