At the start of the year, stores fill up with new products. New flavours, new formats and new promises compete for attention. At Clearon, we see every year which launches take off and which quickly disappear. The differences are clear – and they can be influenced with a few simple tricks.
When it comes to new products in the grocery industry, we are now in what is perhaps the most intense period of the year. Many products are ready to take their place on the shelves, while competition for attention is fierce. It’s important to remember that the outcome is often brutal. Despite major investments, only one or two in ten new products are still on the shelf after a couple of years. When we at Clearon follow up launches over time, we see clear patterns in what actually works. The products that succeed often share the same basic conditions.
Everything starts with clear consumer value. In store, there are only a few seconds to win the shopper’s attention. It must be immediately obvious what is new and why the product should be bought. The most successful launches are those that communicate this simply and concretely. When the message becomes too complicated or too internal, the purchase almost always goes to someone else.
At the same time, strong consumer value doesn’t get you all the way. The product also needs to become relevant and a priority for retailers. It’s not just about getting a listing, but about clearly showing how the new product contributes to the category and creates growth. When support also continues after the launch, through clear information to store staff and simple arguments that make the product easy to recommend, the chances of building volume over time increase.
Finally, a great deal is decided in the store itself. Without visibility, the rest matters less. A natural shelf placement combined with an attractive offer lowers the threshold for trying something new. Here at Clearon, we see time and again how smart coupons make a big difference. They drive trial purchases, create attention at the shelf and can quickly be used to give a new product an extra boost if sales don’t take off straight away.
Ultimately, successful launches are about making the whole thing work together. When the right message meets the right placement and the right offer, the chance that the new product is not only tried but also stays on the shelf increases dramatically. At Clearon, we work every day to help both suppliers and stores succeed at the shelf. If you would like to know how your next launch can make a bigger impact, you are very welcome to contact us.
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