Turning an annual buyers’ meeting into a learning hackathon

Sixty-five buyers, one day — and megatrends turned into behaviors rather than slides.

The approach is based on three principles. Sixty-five buyers engaged in a unique working format. Megatrends translated into purchasing behaviors. Follow-up, with structured actions undertaken at the end of the session.

The challenge

The annual buyers’ meeting remained largely transactional, with few lasting behavioral changes or shared practices.

The EIPM approach

The meeting was redesigned as a learning hackathon: the teams

worked on the megatrends affecting their categories and on the behaviors these trends require.

The impact

The meeting became a working event rather than a presentation day. Structured follow-up actions were reintegrated into the categories.