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…?
