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Reinventing FMCG Market Research with Real-Life Product Testing

Description du projet

Tests de produits réels par abonnement dans un supermarché

Le Weekend Shop est un supermarché de Vienne où les consommateurs peuvent essayer 20 nouveaux produits moyennant un abonnement mensuel modique. Étant donné que le développement d’un nouveau produit en Europe coûte environ 250 000 EUR, mais dont le taux d’échec est de 90 %, cette initiative minimise les coûts pour les fabricants qui paient des frais pour des tests de produits réels moins chers. Cette rétroaction directe améliore le taux de réussite des produits qui finissent dans les rayons des supermarchés, tout en réduisant les coûts de production et de distribution des produits défaillants. Le projet Weekend Shop compte actuellement 1 500 clients et 80 marques et envisage d’ouvrir deux autres magasins à Graz et à Linz.

Objectif

In Europe, 30,000 new produce products are launched per year of which 90% fail and consumers end up with only 3,000 new products that stay on the shelves. Manufacturers put a great deal of passion and time into developing a new grocery item and spend an average of €250,000 per innovation but most fail, which means they lose €6.7 billion on a European level. In order to minimize losses, brand owners and manufacturers purchase syndicated or custom market research reports, rely on scanner data or hire mystery shoppers.
We have invented the Weekend Shop, the supermarket where consumers can choose 20 innovative products for a small monthly fee, and we launched our first flagship store in Vienna, Austria. We are about to open two further stores in Austria (Graz and Linz). The concept allows members (shoppers) to get access to products before they are in the conventional retail stores in exchange for a small monthly fee and their opinion. Manufacturers and brand owners can run product acceptance tests that provide them with unique representative information about their product. We call this real-life product testing.
Innovations in data analytics allows the emergence of online market research. The advances in market research allow us to create our real-life product shopping concept and therefore enter the €40 billion global research market. We have two streams of revenue, including membership fees from consumers and product test-based fees for manufacturers. Currently, our customers are 1,500 members and 80 brands at the Vienna store (e.g. Manner, Dr. Oetker, Knorr, Red Bull).
For the EU, fostering innovation in agriculture and food manufacturing needs to be supported by a retail landscape that allows for innovative products to be purchased by consumers. With initiatives such as our Weekend Shop, those innovations have a higher chance of being accepted by the market due to direct feedback, and give opportunity to SMEs in the field to grow and provide quality produce.

Appel à propositions

H2020-EIC-SMEInst-2018-2020

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Sous appel

H2020-SMEInst-2018-2020-1

Régime de financement

SME-1 - SME instrument phase 1

Coordinateur

WEEKEND MAGAZIN WIEN GMBH
Contribution nette de l'UE
€ 50 000,00
Adresse
GUMPENDORFER STRASSE 19
1060 WIEN
Autriche

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PME

L’entreprise s’est définie comme une PME (petite et moyenne entreprise) au moment de la signature de la convention de subvention.

Oui
Région
Ostösterreich Wien Wien
Type d’activité
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Liens
Coût total
€ 71 429,00