Every year upwards of 20,000 new grocery CPG products are introduced into the marketplace, with a failure rate of over 70%! Yet, new and improved offerings are core to the vibrancy and vitality of the supermarket channel and class-leading sales performance growth is typically realized by those brands and grocers who consistently win the “Speed-to-Shelf” battle. In perishables, Speed-to-Shelf is critical, but “Speed-to-Sell” fuels winning product launches.
While ISE programs are broadly utilized to facilitate new item “cut-ins,” their activation effectiveness in perishable categories lags behind “center of store” categories. RDD’s thorough and systematic merchandising approach to client brand Speed-to-Shelf, combined with business management focus on Speed-to-Sell, demonstrates our investment to ensure your new items get every chance to succeed.