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ACNielsen Insight
Tesco Clubcard New Product Launch Monitor 
By Nadine Hatten, consultant, ACNielsen.  

The Tesco Clubcard New Product Launch monitor is an exciting new development designed to assist you in evaluating the launch of your new products.  A collaboration between ACNielsen and dunnhumby, the New Product Launch Monitor is a suite of interactive reports measuring the performance of new products just eight weeks from launch.

The reports incorporate ACNielsen’s Scantrack and Homescan capabilities along with dunnhumby’s Tesco Clubcard data.  This provides the user with the contextual breadth of ACNielsen information and the depth of Clubcard data, enabling evaluation from every angle, at variant level.  The launch is reported at 3 key intervals: eight, sixteen and twenty-four weeks from launch combining short and longer term measures.

There are 5 easy to use reports which are delivered in excel:

• How did my launch go?

• What do my consumers look like?

• How do my repeat purchasers behave?

• What does my cross purchasing behaviour look like?

• Where have my customers come from?

The first report draws on all 3 data sources providing the context for the measurement of the new launch in terms of sales, consumer penetration and distribution achievements. Subsequent reports drill down to the consumer dynamics driving the success or otherwise of the launch, analysing which households the launch is appealing to and the different purchasing patterns adopted.

With failure rates of new products still excessively high – 9 out of 10 new products fail, research and understanding into this area is critical. Continuous tracking during the launch period and post launch evaluation enables appropriate corrective action to be taken throughout the cycle minimising the chance of failure.  The New Product Launch is designed to assist with these decisions providing:

• An instant health check on your new launch at variant level.

• An understanding of what your customer looks like, helping the targeting of promotions or direct mail activity.

• A steer on whether consumers like the new product.

• Shows whether your new launch is complementing your existing range.

• Identifies competitors.

• Enables the tailoring of specific promotions by highlighting which SKUs sell well in combination.

The added benefits of this exciting new development is the integration of the 3 data sources, reinforcing the approach that ACNielsen and dunnhumby are taking in recognising that customer service means an holistic approach to market analysis.

For further details contact Kim Dunkason at ACNielsen on Tel. 01865 732 275 or
email: kim.dunkason@acnielsen.co.uk

Date article published: 04/09/2002