
In the build-up to Christmas and other peak seasons, consumers are bombarded with new products, competing advertisements and promotions to grab attention. So how can your brand create a memorable interaction that leads to purchase? Something that is too often overlooked is product sampling.
Sampling can be crucial to your brand and the long-term success of a product. In an industry where NPDs are popping up regularly- nearly 30,000 new products per year*- it can effectively make your product stand out beyond media and in-store marketing. *Clayton Christensen, a professor at Harvard Business School
Out of the 30,000 you don’t want to be in the 95% of products that don’t land. Engaged customers are more likely to be loyal, make repeat purchases, and spread positive word-of-mouth, all of which are invaluable during the competitive golden quarter.
The Key Challenges:
- There’s high competition, so how do you showcase your USP?
- Shoppers are choosing between hundreds of brands, and products, so why should they choose you?
- Multiple New product developments launching before Christmas. Your traditional marketing may not be enough in this period, so what else can you do to grab the shopper's interest?
The Power of Sampling
High competition: You may think that sampling won’t help you stand out if other brands are also using it in their strategy however, only 28% of shoppers have reported receiving in-store sampling in the last three months, so creating these unique shopper experiences will put you ahead of the competition.
Awareness and Visibility: Sampling raises awareness of your brand and your product. Having the in-store sampling in a prominent position ensures your product does not go unnoticed. It creates a buzz in-store, sparking curiosity and conversation among shoppers and their friends.
Immediate feedback and engagement: You can use sampling to gather valuable information from customers, whether that be feedback or their likelihood to purchase the product. Direct engagement can provide insights that help refine your product and marketing strategies.
Driving immediate sales: Sampling can drive immediate sales in-store, unlike any other marketing option. If the product is available right where the sampling occurs, it makes it easy for customers to add it to their cart. It also reduces the perceived risk of spending money on an unfamiliar product, when budgeting is key.
Impulse purchases: The immediate enjoyment of a sample can trigger impulse purchases. Customers are more likely to buy the product on the spot to continue enjoying it, as engaging the senses can create a stronger desire for the product.
In a market where 95% of new products fail, sampling can give your brand a competitive edge, ensuring it doesn’t get lost in the sea of new product developments.
As the year's final quarter approaches, leveraging product sampling can be a game-changer for your brand. Not only does it offer a direct way to engage with customers, but it also increases the likelihood of immediate and repeat sales. So, as you prepare for the holiday rush, consider making product sampling a part of your marketing strategy. It’s an investment that can pay off significantly in the short-term tighter months and builds lasting customer loyalty for the future.
Get in touch to discuss how we can help you achieve retail success this Christmas.