New Frontier
Feb 1, 2021

New Items in the Age of Omnichannel

New Frontier New Item

Understanding the dynamic between trial & repeat banners is critical to understanding new product launch success – and relying on limited data sets can result in misleading performance indicators. In this New Frontier report, we examined 10 new brand launches across a variety of categories and identified which launch strategies work, and how brands can truly understand & measure launch success across the marketplace.

Download the New Frontier report for the full analysis. Key takeaways include: 

  • A large banner like Kroger misses out on most trial trips – and many repeat trips, even among regular Kroger shoppers.
  • Shoppers often switch between retailers when trying and repeating new products.
  • The long-tail of banners accounts for many trial & repeat trips, more than Walmart, Kroger, and Target combined.

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