In-store sampling delivers new buyers across the brand portfolio

In-store sampling can deliver new buyers both to the sampled items and to the brand franchise. The average cumulative (over a 20- week period) new buyers for the sampled products was 85%, according to the study, and 23% for the brand franchise. “This was very big news to all of the brand managers we’ve talked to,” says Rollberg. “Basically, the data shows that we brought new buyers in and we got them to come back. Maybe they were buying ‘brand A’ before, but they also bought the sampled brand on trial. We don’t know if, the next time they came back, they bought brand A again or not. But they definitely bought brand B again. So the data shows that we definitely brought people into a franchise that hadn’t been there before.”

Research Report: In-Store Sampling