How Can Retailers Adapt Their In-Store Demos In A COVID-19 World

When I ask people to think of the last product sample they remember trying, most will tell me it was one they were handed while shopping in-store. And that comes to no surprise as sampling is a big part of the in-store experience retailers like to deliver. Costco, is known for its tasty sample-sized treats that make for an enjoyable shopping experience and are often followed by an impulse buy of the full sized product.

So what happens when a worldwide pandemic forces consumers to retreat deep into their homes making it impossible for brands to meet their consumers face-to-face? Experiential marketing channels were hit hard by COVID-19 leading even the sampling giant Costco to completely suspend all of their in-store activations. 

As social distancing measures are slowly lifted and stores begin to reopen, we’re beginning to see how retailers are redesigning these in-store experiences and adapting them to meet health and safety protocols. One of which particularly caught our attention:

Photo above courtesy of Andrew Kinnear

Though I applaud Costco’s nimble response and quick adjustment to our current reality, there are a few problems I see with this way of getting product samples into the hands of shoppers. 

1. Shoppers aren’t quite ready to trial in-store

Consumers may be gearing up to get back to the new normal as stores reopen, but there seems to be one activity they’re not eager to pick back up anytime soon: in-store sampling. We recently surveyed over 800 Sampler users to find out and learn about their sentiments surrounding product sampling, and when asked how they feel about sampling products after COVID-19, 46% of respondents said they won’t be sampling in-store at all and feel safest with a sample sent directly to their home. In addition to that, grocery shopping has become an increasingly stressful experience for consumers as they face queues to get into stores. Consumers have already started to reduce the numbers of trips to retail outlets and spend as little time in store as possible. In another Sampler survey recently conducted, nearly 40% of respondents said they are shopping less than usual since the start of the pandemic. With physical contact reduced to a smaller number of distracted in-store shopping trips, brands are facing a much lower chance of effectively capturing their attention and impacting their purchases in store.

2. A crucial human element is missing: experience

There’s a key component that jumps out at me the most about this sampling booth- experience. I think I speak for many of us when I say that plexiglass shields, disinfecting wipes, warning signs, masks and gloves don’t quite make for a fun and enjoyable shopping experience. If you add that to the intensity of long lineups, physical distancing measures, and empty shelves, we eliminate the joy and excitement most of us feel when walking up to a sampling booth. So if we’re unable to deliver an exciting shopping experience or emotionally connect with consumers in-store, perhaps we should reconsider moving that critical touch-point to a place consumers feel safe and where we can capture their undivided attention. Namely, their home. Though the opportunities to maintain this highly effective “human-touch” are narrowing, it is posing a fresh new challenge for brands to build high value branded experiences in a unique, memorable, but most importantly, contactless way. 

3. Most in-store sampling aim to boost same-day purchases

The majority of brands we work with at Sampler, rely on in-store sampling activations to support same-day sales. A founder I recently spoke to pointed out that if he handed out 100 samples in a day, he could expect 35 people to walk out of the store having purchased on that occasion. In this particular sampling setup, brands would completely miss out on that same day lift. In fact, the “please enjoy at home” component only lengthens the window between being handed the sample and point of purchase, eliminating the chances that consumers will purchase on site before trying

4. Brands lose touch with consumers the moment they walk away with a sample

Like the majority of in-store sampling activations, brands lose touch with consumers the very moment they walk away with a sample in their hand. Who tried it? What did they think of it? Will they be purchasing it? These are valuable tidbits of information that could make the defining difference in whether or not a sampling program is successful, but are unfortunately impossible to measure in a grab and go scenario. Not to mention, the number of samples that are bound to get forgotten in a shopper’s bag and eventually tossed. One of the biggest advantages of digitizing sampling efforts, is the wealth of information and consumer feedback that brands can collect in order to continue fostering brand loyalty and ultimately, drive consumers down the funnel to purchase. From a consumer standpoint, they’re delighted with a sample that is specifically tailored to their lifestyle, taste, and preferences, rather than being handed one at random. 

So how can retailers adopt a digital-first approach to sampling?

At Sampler, we’re noticing that brands are leaning in heavily toward a data-driven approach to sampling. Whether it’s in the form of a free sample offer on their own website, their DTC ads, or by partnering with sampling networks, they are seeking to build direct relationships with consumers and lead them towards their product well-beyond that first sample interaction. 

With the launch of Sampler’s new retailer offerings, we’re now helping retailers digitize their sampling playbooks as well. These program examples below enable retailers to launch white-labelled experiences that address the above mentioned challenges they’re facing as they attempt traditional product sampling in the current landscape but they also can help drive conversion to store post-sampling.

Tastemakers Program

For many retailers, having a unique set of SKUs is a major differentiator. Through this program, retailers create a discovery box that empowers their most loyal customers to try new products before or as they hit the shelves. Not only are consumers delighted to try the latest products, but retailers can create demand before products hit the shelves while collecting valuable feedback from shoppers on new product rollouts. Sampler launched a Tastemaker type program with Natural Products Expo where 1,000 consumers got to try innovation products ahead of the show. The NEXTY Consumer Choice Award was a big hit with brands and consumers but it also gave retail buyers to whom brands were selling to insight on which type of shoppers would love buying their product.

Seasonal Boxes

Every retailer marketing playbook includes a set of seasonal programs designed to boost sales of a product during certain times of the year. We’ve launched a new offering that allows retailers to send themed boxes to consumers at unique times of the year to help increase sales. A great example of this is Sampler’s recent partnership with a leading popcorn brand to power a virtual end of year celebration party for students. The program allowed teachers and parents to receive free bags of popcorn directly at home and participate in a virtual “Popcorn” celebration. The brand’s objective was to bring joy to teachers and students as they celebrate the milestones from afar given school closures amid COVID-19. For retailers, by designing and delivering a memorable sampling experience, they’re not only offering a unique product placement opportunity , but giving them a way to turn one-time customers into loyal advocates.

Targeted Pick Up & Delivery Surprise and Delight 

We all love the surprise of a free sample in our delivery boxes. In a recent program, Sampler partnered with Fresh City Farms to add free samples of Mother Raw products into their order boxes. Through this approach, retailers create a true feedback loop for brands and enable them better measure ROI. The brand saw an immediate lift in sales during the days and weeks following the promotion.

Takeaways

As CPG brands deal with unexpected challenges and altered consumer shopping habits posed by COVID-19, they’re in need of product sampling solutions now more than ever. Retailers should act proactively and provide solutions that support shoppers and suppliers alike. 

If you’re a retailer or brand interested in learning more about how these innovative new solutions can help power product sampling, we’d love to connect with you! 

Contact: [email protected]