How to Scale a Retail Product Launch in the UK: A Field Sales Playbook for FMCG Brands

Introduction: Why Launching Is Just the Start

Getting listed is a milestone. But it’s what happens next that determines whether your product becomes a shelf staple, or loses out to your competitors.

Launching a new FMCG product into grocery, convenience, or wholesale channels in the UK requires more than logistics. It demands a clear strategy, precise field execution, and the ability to scale fast while staying agile.

At OnPoint Retail, we support brands from day on, helping them activate smarter and scale faster. Here's our playbook for launching your product into the UK retail landscape, the right way.

1. Build a Launch Call File with Precision

Not every store is launch-ready. Success starts with targeting the right mix of high-opportunity outlets — whether that's by geography, format, demographic, or sales potential.

We work with you to tier stores, build phased rollouts, and match team deployment to market potential, ensuring your launch lands where it matters.

2. Train Retailers at the Shelf Edge

Product knowledge and retailer engagement are often overlooked, but they’re vital. In convenience and wholesale, staff understanding can be the difference between stocking and selling.

Our field sales teams act as brand ambassadors, engaging with store staff, delivering key product info, and equipping teams with the confidence to support sell-through.

3. Drive Visibility from Day One

New products are easy to miss, unless they’re well signposted. That means planogram compliance, POS placement, and securing secondary siting wherever possible.

We ensure your product doesn’t just make it to store, it stands out. From shelf talkers to FSDUs, our team implements and maintains standout execution.

4. Activate Tactical Blitz Campaigns

Timing matters. In the early weeks of launch, creating velocity through tactical activity can push you into shopper baskets and into permanent rotation.

OnPoint Retail deploy tactical teams to deliver concentrated bursts of support in key regions or store groups, turning your launch into a launch event.

5. Monitor, Report, Adapt

What’s working? Where’s execution falling short? Launch success depends on real-time feedback and agility to respond fast.

Our retail teams capture structured data and live store intel, pricing issues, stock levels, competitor activity, and feed it straight back to your team.

6. Don’t Overlook Wholesale & Cash & Carry

Your buyers may shop in bulk, but their decisions are still influenced in depot. Wholesale is a huge launch lever when activated properly.

With our experience, we’ll station teams at key depots to educate retailers, restock displays, and push launch visibility to the front line of B2B purchasing.

7. Maintain Momentum Post-Launch

The hard truth? Launching is only half the battle. Ensuring repeat purchase, retailer retention and planogram inclusion is where the long-term win lies.

Importantly, we’ll continue supporting your product through follow-up calls, top-up merchandising, and ongoing compliance checks,  ensuring your launch success results in retail longevity.

Final Word: Launch Big, Stay Visible, Grow Fast

Scaling a retail product launch in the UK is about more than shipping cases. It’s about creating traction in-store, building relationships on the ground, and adapting in real-time.

At OnPoint Retail, we partner with FMCG brands to plan, activate and optimise every stage of their launch, across grocery, convenience and wholesale.

Planning your next launch? Let’s make it OnPoint. Get in touch to learn how we can support your roll-out strategy.