Tips for a Successful Product Launch at Retail

BDS’ Business Intelligence Team conducted an independent study in which we provided insights to a wireless phone manufacturer looking to launch their new smartphone at carrier retail stores nationwide. The study focused on in-store promotional activities, retail sales associate product knowledge and campaign messaging.

Here’s what we found: 

• The competitor’s smartphone launched on the same day earned 80% of the recommendations compared to focus brand with just 20%.
• On average, more than 50% of assisting associates either carried the competitor’s smartphone for personal use and / or recommended the competitor’s model to customers.
• Though 92% of associates were aware of the focus smartphone when asked, up to 25% showed a lack of knowledge around key consumer benefits.

Here’s what we recommend:

• Stagger launch dates where possible to limit competitor interference.
• Ensure sales force familiarization through early access to product for personal use.
• Design a talk track around distinguishing product features and benefits.
• Keep brand and product top of mind with associate target drip campaign.

For more tips on the Do’s and Don’ts for a successful product launch at retail, visit www.bdsmktg.com/retailproductlaunch.