Insights
How to succeed its innovations' implantation in-store?

Céline Laurent

Céline Laurent

Marketing Consultant
21st June 2019

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)

2. IN-STORE FSDU*: A TOOL TO FACILITATE PRODUCT IDENTIFICATION


*Free-Standing Display Unit

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…)

x 1,1

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 in-store FSDU:

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


We have worked on these 5 innovations to find out if the number of facings by reference was lower, equal or superior to those of competitors in the shelf. In 30% of cases, the level was lower. To have a good shelf space allocation can be a challenge, even for big innovations!

Is the number of facings by reference…?

But visibility is essential:

x 1,2

In average, shoppers have spotted innovations 20% more easily when they had a better visibility than competitors!

x 1,2

Visibility also seems to have an impact on the purchase decision as shoppers were 20% more interested in buying the innovation when it was more visible.


It should also be noted that vertical implantation was the most efficient with a x1,15 coefficient for the easiness to spot the product and x1,2 for the desire to buy, compared to a one-level implantation.

TO CONCLUDE: SUCCESS FACTORS OF NUTELLA’S BISCUITS


Based on these data, I think Nutella’s biscuits is the innovation with the best in-store execution for these reasons:

• A fast in-store launch (92% of weighted distribution)
• A double implantation (end of an aisle, promotional zone) in 1 store out of 7
• An easy product identification thanks to in-store FSDU (shelf talkers, kakemono, shelf rulers, ground stickers…) in 57% of points of sale.
• A brand block in 80% of points of sale that allows to emerge in the shelf
• A good visibility thanks to a large number of facings

In-store FSDU and brand block

Brand signage from the shelf’s entry

End of aisle’s highlight

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