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Fresh & Easy officially opens in San Francisco

BY Allison Cerra

SAN FRANCISCO — Fresh & Easy officially opened its doors to San Francisco shoppers on Wednesday, marking the retailer’s first store in the city.

The store is located in the Outer Richmond district at 32nd Avenue and Clement Street. Fresh & Easy reported it was set to break ground in Northern California earlier this year, and now is operating more than 10 stores in the region. The company operates stores in California, Nevada and Arizona.

"We’re thankful for the tremendous support we have received from the mayor, the city of San Francisco and our newest neighbors," Fresh & Easy’s general counsel and VP Mary Kasper said. "We look forward to opening in the Bayview in August and [in] even more neighborhoods in the near future."

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Nielsen unveils new product innovation approach

BY Allison Cerra

ORLANDO, Fla. — Nielsen unveiled this week at its Consumer 360 conference its new approach to product development, which is said to improve companies’ chances of success when bringing new products to market.

On average, companies spend $15 million on marketing for a new product launch, while some companies spend upward of $60 million. However, new products typically have a 10% chance of succeeding, Nielsen said. The global information and measurement company’s new approach identifies 12 different criteria that companies must meet in order to improve new product success rate to 75%. These 12 success factors encompass five main areas: salience, communication, attraction, point of purchase and endurance, Nielsen said.

The criteria are:

  • Distinct proposition: Does the product offer a true innovation?

Salience

  • Attention-catching: Will the product be noticed?

  • Message connection: Is your message conveyed in a simple, persuasive way?

Communication

  • Do you have a clear and concise message? Is it conveyed without clutter?

  • Does your product have a substantial need/desire? Is it solving a problem or meeting consumers’ needs?

Attraction

  • What is your product’s advantage? Is it better than others currently in the marketplace?

  • Credibility: Are your product claims believable?

  • Acceptable downsides: Typically related to side effects for over-the-counter products.

  • Findability: Is the product where consumers expect it to be? Can shoppers find it easily among the competition?

Point of Purchase

  • Acceptable costs: What are the cost/benefit trade-offs at the shelf? This could be price, calorie content and usage instructions, among other factors.

  • Product delivery: Did you meet or exceed consumers’ expectations? Are you delivering on your product’s promise?

Endurance

  • Product loyalty: Will consumers continue to purchase your product in the future?

“Nielsen is changing the innovation game,” said Vicki Gardner, Nielsen SVP product innovation, North America. “By identifying key criteria every successful new product must meet, we’re helping marketers know where to focus their efforts in new product development and in-market execution. As a result, companies gain a huge leap forward with more actionable advice and better decision-making, and that means better investment of new product marketing dollars.”

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GMDC delivers nearly 11,000 appointments, calls for a renewed focus on general merchandise

BY Allison Cerra

ORLANDO, Fla. — The Global Market Development Center’s General Merchandise Marketing Conference held here earlier this month provided for almost 11,000 appointments, in addition to 169 senior executive conferences that were piloted at the GM event, the association reported Tuesday.

At the event, GMDC launched a preview of a new GM study in conjunction with the consulting group Radian. The initial analysis and insights of the study, "Winning in GM: Trends, Insights & Strategies," is scheduled to be released in fall 2011 and will include information that will establish performance benchmarks, as well as “blueprints” for implementation.

“This study will quantify the value of GM and provide insights, strategies and solutions to grow business and maintain customer loyalty,” GMDC president and CEO Dave McConnell said. McConnell stressed that GM categories are an important part of the discussion around the revitalization of center store.

Rounding out GMDC’s educational opportunities were a series of Sunday store tours where participants were given personal store tours with local management from Winn-Dixie, Sedano’s Supermarket and Publix Sabor. Each grocer offered a unique perspective about how to merchandise to the local clientele within the Orlando area.

Next year’s General Merchandise Marketing Conference will be held in Orlando, Fla., from June 1 to 5.

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