New products always start from behind. For many reasons...
- Shoppers are often comfortable with their established purchasing patterns (including incumbent products and brands)
- New products are unknown and, thus, more risky for shoppers to purchase
- New products have little opportunity to build up critical social proof, including word-of-mouth, online reviews, and user-generated content, prior to their launch
- Retailers favor known winners (think big, legacy brands) and often distribute floor space, planograms, etc. accordingly
- Shoppers can’t buy products if they don’t know they exist
For these reasons and others, many new products—even the most promising—often don't make it.
The ugly truth is: the best products don’t always become the best-selling products.
Sometimes new products can't overcome early barriers like those above.
"But...," you might hear an optimistic brand manager say, "IF we can just get consumers to try our product, they'll love it. And IF they love it, they'll buy it. And IF they buy it once, they'll become loyal customers."
And while these are big "ifs," they're not wrong. But notice it all starts with trial.
If a brand can get consumers to simply try that new product, to actually experience its merits IRL, then that product has a fighting chance. So instead of asking “How do I get consumers to buy my product,” a more fundamental question might be…
How do I get consumers to try my product?
And that's product trial.
Let's talk it out.
By: [email protected] (Chris Medenwald, PhD)
Title: The Retail Essentials: How Do I Drive Product Trial? [Video]
Sourced From: blog.fieldagent.net/how-do-i-drive-product-trial
Published Date: Tue, 23 Nov 2021 19:07:50 GMT
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