We know that retail sampling is a great way to incent trial and purchase. But there are pros and cons. Let’s take a look at both sides.
The Advantages
Ease of Purchase Taking your sampling program directly to retail means that it is very convenient for consumers to make an immediate purchase, increasing sales.
Education Opportunity Sampling provides an opportunity for brand ambassadors to educate the store’s staff about the product so they are better informed when speaking with customers and to develop brand advocates at the point-of-purchase.
Reward Retailers Sampling generates excitement with consumers and boosts sales, building goodwill with retailers and providing a reward for the retailer to carry the product.
Less Distraction Activating at retail rather than at other events or in a guerilla location means that there is likely less competition for the consumers’ attention.
Sales Tracking Operating in store makes it easier to track sales connected to the program and provides a more accurate report of the program’s success.
The Disadvantages
Traffic Limitations Depending on the retail location, traffic may be low compared to other possible events or locations. Traffic is often more concentrated on specific days and times and it is important to understand each location’s high-traffic patterns before scheduling an event.
Retailer Support A lack of retailer support can hamper the effectiveness of the campaign and make the program more difficult to activate.
Lack of Control It’s important to have enough product in stock for consumers to purchase onsite at the event and you must rely on the retailer to accommodate your requests. Equipment is often shipped to or stored at the retail location and is at the mercy of the store staff to execute properly.
Activation Limitations Activities can be restricted when activating inside or in front of a retail location. For example, a loud sound system may not be conducive to the shopping environment.
Space Limitations Space inside a retail location is at a premium and could limit the size of your set-up. Space in parking lots is reserved for consumers and varies greatly between each location thus also potentially limiting the size or your footprint.
Steve Randazzo is president of Pro Motion, Inc. He can be reached at [email protected].
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