Want to create buzz and drive retail sales? Offer a sample

It is not easy getting consumers attention in today’s crowded and competitive marketplace.

That’s why a growing number of retailers and brands are turning to sampling programs to stand out from — and stay ahead of — their peers. When shoppers have the chance to experience a product — to taste, touch, smell and try it — and learn how it can impact their lives, they’re more likely to buy it and make a repeat purchase.

Consider that 91% of shoppers credit sampling and product demonstration with shaping their buying decisions, and 75% of consumers purchase items again, according to a recent retailer study conducted on behalf of Advantage Solutions. The data makes it clear: Sampling is effective and helps convert shoppers into buyers and brand advocates — when it’s done thoughtfully.

The ideal brand activator

Sampling can be transformative as a retail strategy, both to activate new brands and build new business, and to reinvigorate established brands looking to launch new products, find new customers and amplify what’s new and interesting. More than any other experiential marketing tool, sampling can effectively promote awareness, trial and most important, conversion.

It’s not surprising that both retailers and brands experience significant lift when customers have the opportunity to test their products.

A team of Advantage leaders recently hosted a standing-room only panel at Expo West, one of the food retail industry’s biggest and most influential events, to explore the unmatched value of sampling and demo.

If your company or brand is evaluating a sampling and demo program as a key component for brand building, consider the following takeaways as you make your decision. ?

In addition to driving sales, sampling offers several important ancillary benefits.

At its core, sampling generates brand and category awareness. It gives brands an opportunity to connect with consumers directly. This can lead to loyalty over the long-term because after shoppers receive a sample or take part in a product demo, they’re more likely to come back to the store again and again.

Additionally, sampling reaches a brand’s existing customer base, strengthening those relationships while tapping into a new audience. It offers a lesser-risk, “try before you buy” experience, which leaves an imprint on shoppers — especially when paired with new product launches and exclusive or seasonal promotions.

Experiential marketing has a bright future. Brands need to be ready.

Building the right experiences is emerging as an important tactic to secure consumer attention. We know [KW1]?that Gen Z and Millennials are interested in and look for authentic experiences — and sampling fits neatly into that box. Online and digital sampling initiatives are expected to grow exponentially with both audiences. Personalization is paramount, and brands should constantly experiment to ensure they deliver the right experience with the right sample to the right audience.

Emerging and challenger brands need to have distribution plans in place pre-program.

Sampling can significantly boost brand visibility and introduce lesser-known products to scores of new customers. In anticipation of this, before launching a sampling program with a major retailer, emerging and challenger brands need to have distribution plans in place with warehouse teams ready to scale up. This will ensure brands are prepared to swiftly respond to increased demand. The last thing a brand or a retailer wants is to miss the boat on a sea of new sales generated by a successful sampling program. ???

Retailers and brands need a plan in place to accurately measure the impact of a sampling or demo program.

While most CPG companies look at units sold in the outlet the week following the sampling or demo compared to the prior week or weeks, a better indicator is what happens to sales more broadly. Successful programs impact sales not only at the host retailer, but at retailers in the surrounding area. When consumers sample a product they like, they’ll often buy it wherever they shop.

The proof’s in the pudding — or the sample

A global warehouse club recently hit the mark by offering the right product at the right time. In the days leading up to the Super Bowl this year, the retailer offered samples of chili. Across the U.S., store teams set up tables with cups of chili accompanied by eye-catching banners with cans available for purchase and endcap displays. The result? A 250% lift for the brand for the week, all achieved by introducing consumers to the perfect complement for their at-home, big game party spreads.? ????