Every year at spring time, various innovations are launched in-store. Beyond the product itself, the right in-store execution seems to be essential for a successful product launch.

In order to check this fact, I have conducted a study on 5 major innovations: Nutella’s biscuits, Innocent+’s range, Oiko’s greek yogurt from Danone, the new Oasis signature O’Verger and Bud’s beer that have been launched in France lately.

Here are 3 insights I can share with you:

1. THE DISCOVERY TAKES PLACE AT THE STORE SHELF

In average, 2/3 persons didn’t know the innovation until they went into the store. Therefore the store remains the first place of notoriety for an innovation.

The 5 products that we have studied were present in average in 84% of hypermarkets, most of the time on the classical shelf and/or sometimes at the end of an aisle or in a promotional zone.

Innovation’s availability rate in the 200 hypermarkets surveyed by Mobeye (from 22nd to 28th May 2019)

1. POS DISPLAYS: A TOOL TO FACILITATE PRODUCT IDENTIFICATION

In the shelf, the presence of in-store FSDU is quite variable depending on the innovations:

• 1/10 store for Innocent+ or Oasis O’Verger with shelf rulers • 1/3 store for Bud and Oikos with shelf talkers, shelfs rulers and sometimes discount vouchers • 1/2 store for Nutella with bigger facilities (shelf talkers, stickers…)

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FSDU plays a major role to facilitate product’s identification in the shelf: shoppers have spotted innovations 10% more easily when in-store FSDU was in place.

Here are some examples of POS displays:

1. SHELF SPACE ALLOCATION: THE KEY TO TRIGGER THE PURCHASE