New product success in the consumer packaged goods industry: A shopper marketing approach

L. Lamey, Barbara Deleersnyder, J.E.B.M. Steenkamp, Marnik Dekimpe

Research output: Contribution to journalArticleScientificpeer-review

35 Citations (Scopus)


Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or during (lower) their shopping trip. We show which of these shopper-marketing instruments have the largest effect on NP performance at a retailer, and whether and how their effect is moderated by the retailer's store context. When it comes to NP success, the lifeblood of CPG companies, the lower-funnel marketing actions targeting shoppers directly at the point-of-purchase predominantly decide your fate. Thus, manufacturers should work ever harder to collaborate with retailers and push the store-specific shopper-marketing instruments in a favorable direction through information sharing and tailoring of their marketing program to individual retailers. Indeed, not all news is bleak for brand manufacturers. We identify five pieces of good news that brand manufacturers can use to their advantage.
Original languageEnglish
Pages (from-to)432-452
JournalInternational Journal of Research in Marketing
Issue number3
Publication statusPublished - Sept 2018


  • new products
  • shopper marketing
  • retailing
  • brands
  • store context


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