Average cumulative trial for the sampled items was 58% higher

The study reported that in-store sampling can drive trial (which is defined as first-time purchase of the product) over time. The average cumulative trial for the sampled items was 58% higher — a full 20 weeks after the event — for the test households than for the control households. “The critical information here is the ‘long tail’ effect and how things occur over time,” says Kent. “We’re looking at 20 weeks out, and we still see a 58% sales bump for the test group over the control group. Sure, this reinforces the known positive effects of sampling on the day of the event, but more importantly, it demonstrates that sampling drives sales, in trial, over a much longer haul… 20 weeks, at least. Having that kind of sales impact that long after the day of event makes sampling incredibly cost effective. This is really big news. And until this study, nobody was really sure how that worked.”

Research Report: In-Store Sampling