Insights How to succeed its innovations' implantation in-store?
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…)
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:
In average, shoppers have spotted innovations 20% more easily when they had a better visibility than competitors!
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