Launching new products into retail

The retail channel has been disrupted more than any other and yet is finding ways to innovate and support new brands through ‘shopper experience’. This video provides personal insight from two marketers on each side of the negotiation. 

Campbell Davies is group general manager at Associated Retailers Limited (ARL) responsible for leading the sports division and the marketing functions of the member based cooperative’s brands of SportsPower, Toyworld, Compleat Angler and Mensland.

Kristin Viccars is a member of the Australian Executive Team and responsible for leading the marketing division for Apex Tool Group A/NZ. Apex Tool Group is a $1.6 billion dollar hand and power tool business based out of the United States and owned by Bain Capital. Kristin was named in the Australian CMO Top 50 for 2021.

Matt Lawton, Five by Five’s Australian MD and Nadia Cameron, Editor at CMO, facilitate the fifty minute discussion. Grab a cuppa and have a listen. 


1.55 – Panellists share their favourite as well as most challenging launches of their careers

7.40 – Driving a head-turner launch marketing approach for maximum impact at APEX Tool Group

14.05 – What a good launch pitch to a retailer really looks like

15.22 – The importance of gauging location and customer appetite when engaging with retailers

16.27 – Other ways to use market research and voice of consumer to build retailer confidence

18.17 – Why multiple, cross-functional relationships are vital between supplier and retailer

19.04 – What risk factors truly matter to a retailer around launches and how to mitigate them

23.28 – Covid’s impact on retail and product launch strategies and positioning

25.52 – Navigating the rise and fall of trust and brand equity in a crisis

29.10 – Understanding macro trends driving consumer demand and their influence on new product development

31.10 – Manufacturing and supply chain considerations vital to launch strategies

34.10 – Building redundancy, flexibility and diversity into your launch approach

35.42 – Meeting latent disruption as consumers re-evaluate purchasing behaviours and brands

37.57 – The pricing conversation between supplier and retailer

41.00 – The ongoing role of bricks-and-mortar retail and launch execution

46.40 – Final advice on supplier-retailer relationships to drive launch success

Matt Lawton