A detailed online concept evaluation approach was adopted. Early Volumetric Forecast and Source of Volume (ESET) were used to scope the size of the opportunity specifically for the convenience channel and where this volume would come from.
The study delivered on multiple objectives. In addition to volume and source of volume forecasts it guided targeting of core consumers, price optimization, pack size and sub-branding opportunities.
The crossover impact that convenience channel purchase would inevitably have on major retailer purchasing was also quantified.
Forecast models for both current and non-category users quantified total category growth that the new launch would generate, delivering a compelling sales story for convenience retailers.