What Is a Rollout

Rollout is an informal term for the introduction of a new product or service to the market. A rollout often refers to a significant product release, sometimes accompanied by a strong marketing campaign to generate consumer interest.

Understanding Rollout

Rollout can refer as well to the strategy behind a product's introduction. Such a strategy can play a part in the product's success or failure. Some products, for example, are given limited rollouts targeting a particular region or set of customers. This may be designed to enhance customer interest in other regions or market segments.

Rollout may also refer to the implementation of a new system within a company. A company may refer to its the rollout strategy for its new enterprise resource planning (ERP) system. This strategy may entail a full rollout to an entire company or only to select departments. Limited rollouts of internal systems offer the advantage of harming productivity less than a full rollout.