In-store FSDU and brand block
Brand signage from the shelf’s entry
Insights
HOW TO SUCCESSFULLY IMPLEMENT ITS INNOVATION IN THE STORE?
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. 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…)
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 POS displays:
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
