Optimal Shopper Marketing for new Product Launches

01.

Background

A confectionery manufacturer wants to use the national launch of its new product to track and optimize the launch process while testing an additional product.


A Payback loyalty card analysis is to accompany the entire launch process in order to generate further shopper insights.

02.

Research Questions

  • How is the national launch of a new product implemented in the stores?
  • What potential does an optimal launch scenario offer compared to the current situation?
  • What potential does an additional small package of the new product offer?
  • Which additional insights can be gained through a loyalty card analysis?
03.

Approach

Real Life Storetest incl. Scanner Data Analysis

  • Two optimized panels to test the optimal launch potential at REWE & real
  • Two control panels to monitor the national situation at REWE & real
  • A test panel for parallel testing of a small package of the new product at real
  • Total of 34 frequently visited stores and analysis of >150 SKUs 

Loyalty Card Analysis

  • Continuous tracking in the 34 stores
  • Analyzed KPIs: penetration, repurchase rate, shopping frequency, number of items per purchase act, etc.
04.

Results

 

  • The Optimized Panel at REWE achieves 7% higher sales than the control panel. At real the uplift was +15%

  • The additional introduction of a small package in the real test cell leads to an overall uplift of +26%

  • During the launch, the customer receives a weekly dashboard with current performance insights and developments.

  • The test results of the small package led to a national launch in the following year.

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