CPG In-Store Product Launching
Coca-Cola, Bausch + Lomb, Mondelez, Kimberly Clark, and Hershey are examples of CPG companies that have launched new products in retail environments while incorporating in-store shopper marketing activations. Details of each case study have been presented below. Purchase drivers related to in-store CPG buying and displays relate to category-specific display designs, consumer impulse buying, cross merchandising, and the visual appeal of displays. Best practices relevant to launching new CPG products in-store include in-store demos, giveaways, launch parties, stand-out POP displays, new product signage, and display cost management. A deep dive of these findings have been presented below.
1: Coca-Cola — Personalized Bottles
- Description: Coca-Cola wanted to revitalize sales of its 20 ounce bottles so it re-launched them with a personalization feature alongside a campaign that encouraged consumers to buy more than one. The 'Share It Forward' campaign was launched at Walmart. As part of the campaign, shoppers were urged to buy a bottle for themselves and buy a second for a family member or friend. In doing so, the bottles were personalized with proper names or simple messages.
- Launch Execution (In-Store): POS coolers were filled with bottles that had names on them, while four-sided share bins were placed in the main aisle that leads to the checkout area. Displays were set up in the lobby area and floor clings were added around the store. In-store events took place at 3,200 Walmart locations, which promoted the program and gave out Coca-Cola SWAG and sold bottles. Behind-the-scenes, the event teams were pushed to sell bottles via a sales incentive contest for the team with the most bottles sold.
- Images: Images from this campaign can be found here, here, and here.
- Other Launch Features: Celebrity influencer (Ryan Seacrest) announced the launch on their radio show. A Twitter party was used to generate interest and excitement in the days leading up to the launch and corresponding store events. Blog influencers engaged Millennial consumers online and spread campaign messaging and linked their audiences to relevant landing pages for the campaign.
- Why the Launch Was Successful: This campaign was targeted at Millennials. The campaign was successful due to the fact that it resonated emotionally with the generation given that they are socially sensitive. This was an important element of the campaign as the brand had noted that sales of Coke among the generation had been slipping for a while.
- Success Metrics: Sales of 20 ounce Coke bottles at Walmart were double the sales at all other retailers combined during the launch month. Sales lift expectations were exceeded by 32%.
2: Bausch + Lomb — Lumify
- Description: Bausch + Lomb launched a new product called Lumify. This is an eye drop product designed to relieve eye redness. The campaign aimed to profile the eye drops as a beauty product over an eye care product.
- Launch Execution (In-Store): Product demonstrations and samplings were held across multiple retailers. These events took place in high-traffic beauty areas in stores. Additionally, in-line displays, clip strips and shelf talkers were added to beauty aisles along with end caps that featured in-line products and the new Lumify product. All displays featured a shared aesthetic and messaging. These displays including messaging about how the product works and its benefits.
- Images: Images related to this campaign can be found here, here, and here.
- Other Launch Features: Digital messaging combined with beauty influencers, and digital ads that explained the product's benefits as a beauty enhancer and directions for use.
- Why the Launch Was Successful: The company targeted beauty enthusiasts, who the brand identified as being ahead of trends and open to trying new products. The company presented the product and displays in a prestigious way that is more aligned with a typical beauty product rather than the more dry and direct aesthetic of a health care product. The company focused on the beautifying aspects of using eye drops rather than the health benefits, which is an innovative approach to selling eye drops.
- Success Metrics: The Lumify launch helped grow Bausch + Lomb's category sales 30%, with 84% of the growth attributed to new eye drop users. Without Lumify's contribution to sales, the category sales would have remained flat for the total year.
3: Mondelez — Sour Patch Watermelon Slurpee
- Description: Sales of Sour Patch were declining at 7-Eleven retail locations, however, Mondelez noted that Gen Z had started a viral social media trend about combining Sour Patch candies with Slurpee drinks. Based on this, 7-Eleven and Mondelez partnered to launch a new Sour Patch Watermelon Slurpee flavor.
- Launch Execution (In-Store): Product placement in a digital film, 'Summer Forever' featuring social media influencers which lead to in-store appearances. Shelf talkers and wobblers in the candy aisle which directed consumers to the Slurpee machines. Colorful translites and flavor cards were set up at the machines. A display featuring a life-sized Sour Patch Kid was placed near the front of stores alongside trays of Sour Patch candies. Signage was also placed on gas pumps, in windows, and via die-cut posters. Displays were set up a week prior to the official launch.
- Images: Images related to the campaign can be seen here and here.
- Other Launch Features: Social campaign that encouraged Gen Z to post selfies with their Sour Patch Slurpees during the summer months, Snapchat integration, and mainstream media publicity.
- Why the Launch Was Successful: The campaign piggybacked on a pre-existing social media trend that was relevant and in-demand among its target demographic.
- Success Metrics: "When Sour Patch Watermelon launched, for the first time ever a limited-time flavor ranked as the No. 1 selling Slurpee flavor. The program secured a nearly 25% increase in display placement, and the candy sales shot up more than 83% in unit sales. The overall category grew by nearly 16% for 7-Eleven."
4: Kimberly Clark — Silhouette Active Fit Depends
- Description: Kimberly Clark wanted to alter the public perception of their Depends disposable underwear and reach a new, younger target audience. In doing so, the company developed a new line of Depends called the Silhouette Active Fit absorbent underwear, a product targeted at women in their 40s and 50s who experience bladder leak but are not comfortable with the stigma of wearing an adult diaper.
- Launch Execution (In-Store): The campaign focused on sales at Walmart stores and included in-store and online sampling and smaller-sized trial packs of the product were sold in-stores. Additionally, smaller sized packs were introduced that better resembled the way underwear is sold, as opposed to the traditional large packs that look like diapers. Clip strips and feature displays were set up in product aisles.
- Images: Images related to this campaign can be found here, here, here, and here.
- Other Launch Features: An influencer campaign, publicity in women-focused media outlets, and a social media campaign.
- Why the Launch Was Successful: This campaign was successful largely due to the way the brand presented the undergarment via the campaign's creative content -—it featured real women that helped reduce the stigma and embarrassment surrounding the product and also presented the product as a fashionable and functional piece of everyday wear that could be easily concealed under the everyday clothing of women. The free trials and encouragement from other women (influencers) helped women overcome the insecurity around trying the product for the first time.
- Success Metrics: Walmart witnessed a 40% increase in category (incremental) sales, while Kimberly Clarke also witnessed a 40% increase in incremental sales. From launch to nine months, Walmart witnessed a 31% lift in the feminine-care category. Over 50,000 samples were given away in the first four months.
5: Hershey Co. — Gold Bar
- Description: The Hershey Gold Bar is a non-chocolate candy bar that is peanut, pretzel and caramel creme flavored. The product was launched in tandem with the PyeongChang 2018 Olympic Winter Games, as Hershey was an Olympic sponsor.
- Launch Execution (In-Store): Hersey partnered with various retailers in different ways to promote the new bar. At 7-Eleven, a Hershey's Gold cappuccino flavor was launched alongside in-store translite signs. Additionally, a free Hershey's Gold bar was given away in a buy-2-get-1 deal throughout the Olympic games. At Speedway locations, in-store displays were used that incorporated gold-colored signage that promoted a buy-2-get-1 deal. At Walgreens, a custom counter unit and sidekick was developed. Floorstands were set up at CVS, ShopRite, FamilyDollar and Kroger locations. Walmart gave out free samples over a weekend.
- Images: Images related to this campaign can be found here, here, here, here, and here.
- Other Launch Features: Coupon giveaway via social media every time the U.S. won a gold medal during the games. Olympic athlete influencers served as brand ambassadors.
- Why the Launch Was Successful: The product was developed in the spirit of and launched in tandem with the excitement of the Olympics and incorporated a large number of retailers working together to promote the product in ways that inspire impulse buys, specifically at convenience stores. This was also a highly unique product, as Hershey's had never before developed a non-chocolate Hershey's bar. Hershey's sponsorship of the Olympics further tied its new product with the games and served as an additional means of promotion.
- Success Metrics: In Q1 of 2018, Hershey's reported a 4.9% sales increase, which Wall Street Journal notes was partially driven by the Hershey's Gold bar.
CPG Purchase Drivers Related to In-Store Buying and Displays
1: Category-Specific Display Effectiveness and Consumer Impulse Buys
- Although the majority of consumers arrive at the store with a list of items in mind they need to buy, these lists are highly susceptible to influence once in-store. In fact, research shows that in-store marketing tactics are much more impactful on shopper influence compared to out-of-store tactics Among consumers surveyed, 85% agreed with this statement in regard to which brand they end up choosing. As expected, price is the number one influential factor, but beyond this, packaging, signage, and displays can effectively drive a consumer to purchase irrelevant of price.
- "The relative importance of in-store marketing stimuli in getting beyond price and closing the deal for brands for which shoppers have not yet made up their minds varies by product category. For example, product packaging is even more valuable than in-store real estate for health & beauty and household products. In contrast, shelf signage, in-store coupons, circulars, and displays are relatively more influential in-store marketing stimuli for food & beverage products. These differences are reflected in the higher incidence of impulse purchases for food & beverage products, as well as the greater levels of competitive switching between brands. [...] There are some significant differences among product categories that make specific shopper marketing tactics more effective. For example, given the much higher incidence of impulse purchases in the food & beverage category (73 percent of shoppers making at least one impulse purchase per trip) as compared to the household products and health & beauty categories (41 percent and 39 percent, respectively), shelf signage and end-cap displays are nearly twice as effective in the food & beverage category."
- For less expensive, low-risk products, packaging is the key driver of impulse buys.
- Display messaging can also directly influence impulse buys. For example, messaging that translates a 'limited time offer' encourages people to buy something immediately rather than waiting so that they don't run the risk of missing out.
- Similar to the differences in category sales, the size of the store also impacts the influence of purchase buys in terms of which tactics work best. While price is the main influence of impulse buys at small stores, product displays have more influence on impulse buys at large stores.
- Displaying products outside of their respective departments is also ideal for generating impulse buys. According to a study by Gallo University, sales of wine displayed outside the wine department are 226% higher than sales of wine placed within the department. This finding was corroborated by a separate study which showed the sales were 300% higher. Gallo notes that this is due to the fact that wine is a high-impulse item.
- According to Fox Businesses, decision fatigue is a key driver for impulse buying that takes place at the checkout counter.
2: Cross Merchandising for Product Discovery
- According to insights published by Repsly marketing associate, Victoria Vessella, "Cross merchandising is a strategy that boosts sales by placing complementary items alongside one another in stores. There are many classic cross merchandising examples, such as putting ketchup and mustard next to hamburger buns, placing dog food next to food dishes, and setting Halloween candy next to trick-or-treating buckets. The idea is simple: If customers are looking for one of these items, they might also need the other — even if they don't know it before they see the product on the shelf. This form of merchandising is incredibly common in grocery stores, but any retailer looking to boost sales can utilize this strategy with careful planning. It is important to research customer preferences, take seasonal trends into account and, most importantly, pair items that are often put in use together to maximize revenue."
- In regard to the upcoming 2020 holiday season, recent research suggests that cross-merchandising will play a critical role in the CPG vertical. This is particularly relevant where product discovery is concerned. Industry leaders frequently rely on creative ways to pair products together when it comes to cross merchandising in a display capacity. Doing so involves aligning with consumer needs and expectations. For example, a key cross merchandising trend around the holidays is to rely on the use of recipes and grouping products that are commonly used in the same recipes together in a display. According to Yuni Sameshima, CEO of Chicory, "Brands, retailers and consumers all agree that recipes drive purchase. [...] In a survey conducted by Chicory in June 2020, 84% of respondents use recipes to prepare for grocery shopping. [...] [Recipes] provide the context that consumers need to be able to picture a brand’s product in use or in their own pantry. It’s a real life use case and the perfect place for grocery and CPG brands to message to consumers. Content and inspiration can motivate a consumer to buy a product that they haven’t purchased in a while or have never purchased before. In Chicory’s survey, 36% of respondents said that recipes are how they discover and choose to buy new products, valued more than a recommendation by a family member or if the item is featured or on sale at a grocery store. Recipes are the primary channel that take consumers through the purchase funnel, from awareness to purchase, which is why brands and shopper marketers need to leverage the relevant and endemic context of recipes to complement marketing efforts at retailers."
- Similarly, Brian Ross, marketing expert and president of Precima, notes the following: "Grocers should consider strengthening their use of in-store cross-merchandising to better meet shoppers’ needs. During the busy holiday season, in particular, you have the opportunity to help customers cut down on the time and effort spent searching for the right products by shifting their focus to ‘meal solutions’ rather than individual items. This minimizes the number of grocery stores that your shoppers need to visit, which in turn increases the average basket size (and improves your market share). Developing a smart cross-merchandising strategy, program or calendar for the holiday season isn’t just about linking turkey with cranberry sauce. It requires a grocer to collaborate beyond the fundamental structure of category management in order to create a broader strategy that develops and influences your shoppers’ need state during the holiday season. For example, grocers can assist time-crunched holiday shoppers by cross-merchandising food products with higher margin items such as decorations, gifts, cards and kitchen utensils/food preparation tools. This provides a busy holiday shopper a one-stop-shop for all the items they’ll need for a holiday party. By cross-merchandising for the holiday season, a grocer brings complementary products together to deliver shopper solutions that only exist for a limited time but tie together multiple categories that are usually physically separated by aisles in store."
- Although the holidays are just one key example of where cross-merchandising is particularly relevant, it's certainly not the only time when this serves as a key purchase driver. Research shows that cross-merchandising can be effective at any time and across a wide range of product categories. A study conducted by Texas A&M University found that cross-merchandising drives incremental product sales in a wide variety of CPG categories. For example, when chips and soda are placed near one another, soft drinks sales increase up to 9%. Similarly, one case study reported effectiveness when cross merchandising wine and beer with diapers.
- According to insights published by Progressive Grocery, displaying related items together generates 213% more sales compared to displaying them separately.
3: Visual Appeal of Displays
- According to insights published by San Diego State University, disorganized shelves and shelves that are not fully stocked have an influence on consumer purchase decisions.
- According to marketing expert Iana Castro of the SDSU College of Business Administration, research results have shown that "people were less likely to buy the products when only a few products were left and they looked messy. They felt the products were contaminated even though they were packaged products." This was true even for products and brands that the shopper was familiar with.
- Interestingly, displays of unfamiliar, non-ingestible products have the opposite effect when it comes to organization. In these cases, a display that is nearly empty shows the product is popular and there is no worry of contamination, therefore, an understocked and messy looking display increases the chances of a shopper buying that product.
- These findings appear to correlate to a separate understanding that selling items in a limited capacity creates a buzz around the product and a sense of urgency that translates to a stronger desire to purchase it immediately.
- On a related note, insights published by Repsly state that environments that are perceived as crowded and high stimulating increase the frequency that an impulse buy is made. A link can logically be made between this understanding and the visuals of an in-store display.
- Display location and its ability to stand out also serve as an integral purchase driver. Academic studies have shown that "shoppers actively see and consider only about 50% of the brands on the shelf; with new products seen less than 33% of the time. If shoppers don't find what they're looking for in 8-10 seconds, they'll often walk away." With regard to a display that stands out, "an object's color, orientation, size and motion have all been shown to reliably direct attention. For example, it is easy to find a green object among a set of red objects, and a small object stands out from a field of large ones. Similarly, an object with a distinctive shape can be located more quickly. Higher level features such as faces, text, and even houses can quickly draw attention toward them. A flickering or flashing stimulus, where there are abrupt changes in luminance, also attracts attention; but curiously, similar changes in color do not have a matching effect."
Best Practices: Launching New CPG Products In-Store
1: In-Store Demos
- Description: In-store product demos are a best practice for launching new CPG products because they help consumers better realize the product experience before deciding to buy. Being unable to imagine this experience relegates consumers to being uncertain and indecisive. Product demonstrations alleviate this pain point. In-store demos are an effective practice because they allow consumers to connect directly with the product, readily validate product claims, and allows consumers to engage with the product demonstrator to ask questions hear about various benefits and tips for usage.
- Data Insight: Academic studies have shown that in-store sampling and demonstration promotions increase product sales substantially within the duration of the promotion, while also reducing the sales of competing products by 10%. This logically makes the best practice ideal for a new product launch.
- Expert Insight: In a Forbes article, marketing expert and CEO of Catalyzing Innovation, Michelle Greenwald states: "If a brand can only afford one marketing element in its annual marketing plan and the product is meaningfully superior to competitors, I would recommend demoing the product. Demoing or sampling enables consumers to see how products perform without having to risk buying first. Demoing can consist of: visually showing consumers how the product works, sampling a small size so consumers can experience it themselves, [or] enabling consumers to temporarily experience a larger, more expensive product for free. [...] Original, imaginative, buzz worthy demo's that involve physical sampling [...] can be tremendously effective. They reduce perceived risks of trial, break through the clutter, and enable more individuals to sample bands. They can be highly engaging."
- Company Example: Smartypants Vitamins ran over 2,000 in-store demos across over 400 Whole Foods locations and over 2,000 demos at other mainstream retailers. The promotion resulted in a 22% increase in sales per store.
2: Contests and Giveaways
- Description: Giveaways are ideal for product launch promotions because they are capable of driving a lot of brand engagement in a short amount of time due to the fact a vast majority of people love free gifts. Giveaways and contests can logically be set-up in the in-store context. Additionally, giveaways serve as an opportunity to collect data from consumers for future marketing purposes, which logically serves a huge advantage for new products.
- Data Insight: Among contest participants, 33% are open to hearing about the brand and its partners. Additionally, 62.13% share the promotion details with a friend so that they can also take part. Among new customers, an average of 34% are acquired through contests.
- Expert Insight: According to Maraita Hakobyn, CEO of MoversCorp, "While giveaways have their drawback of attracting people with little interest in your company besides free goodies, the strategy itself is one with immense potential especially if you create your sweepstakes with clear objectives and requirements." Marketing expert and Forbes contributor, Steve Olenski, points out that giveaways can also serve as an opportunity to make a social connection with consumers -- for example by giving them extra entries if they share the promo details on their social media channels or follow the brand, etc.
- Company Example: Frozen pizza brand Ellios ran a sweepstakes contest. Customers had to go in-store to buy a box of Ellios Pizza from a participating retailer. The box contained a unique code which users would apply to an instant win game with an assortment of prizes. As a result of the campaign, there were over 6,000 game plays and contestants re-purchased twice on average.
3: In-Store Events / Launch Parties
- Description: Launch parties are among the most popular types of in-store events. A launch party can be held prior to the products being made publicly available for sale. Prospective customers can be invited in addition to influencers, product suppliers, and brand personnel. The goal of the launch party is to create a buzz around the new product, drive customer relationships and generate sales. Encourage invited consumers to bring a friend, incentivize attendees with promotional discounts, gifts, and the opportunity to 'schmooze' with the brand. Beauty products and similar CPG categories are ideal for this type of practice.
- Data Insight: Among consumers who attend a launch party, 84% will re-purchase the product that was promoted there.
- Expert Insight: According to content strategist and thought leader, Francesa Nicasio, the displays and product arrangements used at the in-store launch are of key importance. In regard to in-store execution, Nicasio states: "How your products are displayed, the positioning of your promotional materials, and the frequency of replenishment are just some of the things that you need to iron out before the launch. See to it that you have given your retail partners all the materials and resources they need to execute correctly. This may include planograms, photos of what to do and what not to do, brand guidelines, and more. And when the campaign is live, conduct store audits to evaluate in-store execution. Visit your retail partners and confirm that your launch guidelines and standards are met."
- Company Example: For the Flonase Allergy Relief OTC launch, in-store events were held at the Walgreens in Times Square and also at Rite Aid locations where the in-store events featured wellness ambassadors.
4: Stand-Out POP Displays
- Description: Product displays should implement merchandising best practices to spur sales. Displays should serve as a productive and efficient "sales person" and not only have visual appeal that stands out but also helps shoppers envision the product in their own home. Product displays should follow the rule of threes and engage the customer's senses.
- Data Insight: POP (point-of-purchase) displays increase product sales by 19-24%. On a similar note, 70% of retail purchase decisions aren't made until the consumer is in-store, therefore, POP displays are impactful in terms of purchase influence.
- Expert Insight: Lindsey Peacock is an entrepreneurial expert and recommends creating product displays that are not only visually enticing, but also create a multi-sensory experience, also known as "sensory branding". Peacock provides the following insights about sensory branding best practices in relation to product displays: "There are an endless array of visual cues you can play around with to communicate your message. From using colors for their psychological triggers, to leveraging lighting, symmetry, balance, contrast, and focus to direct and control where a customer looks and for how long. It's one of the fascinating components of visual merchandising. [...] Depending on who you're targeting, you can slow people down by playing more mellow music, causing them to browse. [...] Remember to give customers the ability to touch, feel, and try out whatever it is you're looking to sell. [...] Smell is a fast-track to the system in your brain that controls both emotion and memory—two very prominent factors behind why we choose one brand over another. [...] [Appealing to the sense of taste] can work magic if you happen to be in the business of selling consumables. Giving customers the ability to sample products before they buy is the equivalent of letting people try on clothes—it's a highly effective best practice."
- Company Example: Bogle's Vineyards developed an outdoor themed POP display for their Great Outdoors promotion (shown here). Although the display itself is made from simplistic materials (corrugated substrate), the overall design makes a high impact in terms of aesthetics that instantly grabs a consumers' attention without being over the top.
5: New Product Signage
- Description: Signage displays are a key way to draw attention to a new product and can also be used to provide messaging that drives purchase decisions, for example, by giving consumers a reason to buy. Signage that provides this information is particularly useful for new product launches, as they explicitly detail product features and benefits, which are a key selling points. Likewise, signage can be used to promote add-on products, which correlates to the idea of cross-selling (a key purchase driver as noted above).
- Data Insight: 68% of customers believe that signage reflects product quality and 58% of U.S. consumers made a purchase because of a sign that caught their attention.
- Expert Insight: According marketing director of Display&Holders, Christopher Aaron, "The most effective marketing messages don’t just make customers think of a specific product’s benefits -- they make customers visualize themselves owning and using a product. This creates a visual bond between a customer and a product -- a bond that often leads to a purchase. The key to encouraging this kind of visualization is effective use of personal pronouns like 'you' and 'your.' As a retail shopper, which of the following two messages is most likely to cause you to visualize yourself using a specific product: 'Enjoy a higher quality of life. Or, 'Improve your quality of life'. Whenever possible, use words like 'you' and 'your' in your retail signage to encourage people to visualize themselves using a specific product. This small difference in word selection has an impact on the persuasiveness of your message and can help you drive more retail sales."
- Company Example: This example of retail signage uses the word 'you' to walk consumers through the in-store customer journey in a fun and unique way that allows the consumer to really visualize themselves in the process. Similar examples can be found here, here, and here.
6: Cost Management
- Description: When launching a new product into the retail environment, there are a number of critical factors to consider. Many of these factors relate to cost because naturally, a brand wants to achieve a sufficient ROI. A brand should consider the margins related to selling through retailers, meeting the demand of a well-selling product, supporting retail distribution, cash flow, etc. These factors should be considered and analyzed before executing the development of a new product POP display.
- Data Insight: "As a general rule of thumb for lower priced products, try to keep your retail POP display cost in the 5%-10% range of the retail value of the products being merchandised on the display."
- Expert Insight: According to president of Rich Limited, Jim Hollen, "We hear from a lot of our customers that they have limited budgets, and they want to keep the cost of their retail POP display low because they have to 'give the display away.' We recognize that a lot of companies introducing new products have limited budgets so it’s important to keep your economics aligned with the retail value of your product. Don’t overspend on an over-built or overly fancy display in an effort to make a big splash. We would advise a relatively conservative approach that gives strong consideration to the total landed cost of the retail POP display and the return on investment it is likely to generate." Hollen further recommends deciding which parts of the display are most worth the cost and to pay attention to not skimping on the costs related to the most important parts.
- Company Example: Tieman's coffee brand used a POP display with an organic feel and relevant graphics to use in Sprouts retail locations. The display aimed to demonstrate the health benefits of the brand, which was not being sufficiently demonstrated prior to the use of the display. During the promotion, sales increased 500% and generated a 3,400% ROI. This was achieved by creating a simplistic and understated display that incorporated various low-cost, yet effective and on-brand features. For example, focusing on product benefits rather than investing in a complex visual design.
- During the research, this in depth best practices report was identified which may provide additional helpful information relevant to these topics.
Identifying case studies for this project proved to be challenging due to the fact that the vast majority of relevant case studies either don't show the brand's name or have no relevant success metrics available. During the research, it was noted that this phenomenon is most likely caused by the extreme competitiveness with which new CPG products are launched, as industry experts suggest that it's quite difficult to launch a new CPG product successfully. After analyzing numerous case studies across third party media sites, marketing agency websites, and campaign case studies, it was determined that the majority of available case study insights did not provide sufficient insights for this project. Despite this, the PtoPIQ website provided to be extremely helpful within this context, as this site published a number of Effie Award case studies, some of which were for new product launches and had success metrics available. From here, the available case studies were filtered down to identify those that featured strong in-store elements and reflected notable results. Please note that for this leg of the research, only four case studies were requested, but a fifth has also been included as bonus information. Purchase drivers were determined by analyzing consumer surveys and industry reports that provided details on elements that have been shown to increase purchases, while best practices were determined by analyzing recommendations made by industry experts. All the information provided has been selected on the basis that is can logically be applied to launching a new CPG product in a retail store.