In-Store Sampling

A new study by conducted by research firm Knowledge Networks-PDI and commissioned by PromoWorks which followed consumer behavior on product sampling days and thereafter shows the impact on sales from offering in-store product samples (an executive summary was attached for subscribers to our newsletter). Among the knowledge gained from the study, in-store sampling:

• Drives additional repeat purchase: The average cumulative first repeat purchase for sampled products was +11% and +6% over a 20 week period.

• Drives sales for existing products and line extensions: The sales lift for the existing product sampled was +177% for day of event and +57% after a 20 week period. The sales lift for line extension products sampled was +919% for day of event and +107% after a 20 week period.

• Drives trial sales: Showed a significant impact for the parent brand of the sampled products with +107% average sales lift on the day of event and +21% average sales lift after a 20 week period.

• Delivers new buyers: The average cumulative new buyers for sample products was +85% and +23% for the core brand franchise over a 20 week period.

• Increases average household shopping basket size: The sampling event increased consumers’ overall shopping basket expenditure by 10% (compared to the average frequent shopper basket at the participating retailer, suggesting sampling contributes to incremental growth and does not cannibalize other items within the brands’ own franchise.

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