In-Store Sampling Has Long Term Impact

A recent Knowledge Networks/PDI study redefines the cost effectiveness of in-store sampling. No doubt, there is usually a lift after almost any in store sampling event.

The crucial finding from R.I.S.E. (Report on In-store Sampling Effectiveness) is that the sales lift may last as long as 20 weeks after the event.

Other key findings:

• The study also found that sampling not only increased sales of newly launched products, but line extensions and even well-established existing products, as well.
• Sampling can have a positive “halo effect” on related merchandise, lifting the sales of non-sampled products within the parent brand’s franchise.

We’ve long known the benefits in-store sampling can have on a marketing campaign, but it is beneficial to have some serious research to support this sometimes neglected aspect of marketing.

In-store sampling has been an important part of the Bedoyecta multivitamin launch in the U.S.. It’s key to note that sampling must be part of an integrated campaign and done correctly in order to yield noticeable returns — a well trained and supervised team with decent collateral and product support.

Reuters article on R.I.S.E. report here.