July

Why Sampling Works in Grocery Marketing

The concept of reciprocity is a “very, very strong instinct," according to Duke University behavioral economist Dan Ariely. In an interview for The Atlantic, Ariely explains that even the smallest free sample can create a strong urge to return the favor, which in the case of grocery samples, means making a purchase. Ariely also describes the way small samples of an item can awaken forgotten cravings. By tasting the sample, the customer’s desire for the product is stimulated and increased, making them more likely to buy it. Researchers Heilman et al. published a 2011 study with findings that free samples were very effective: “For consumers who are planning to buy the product in the promoted category, free sampling can encourage switching from the planned to the promoted brand. For consumers who do not have such previous plans, free sampling can ‘draw’ them into the category and encourage category purchase."

Which Items Should You Choose to Offer as Free Samples?

With all the evidence pointing to the effectiveness of sampling, how do you decide which products to give away? Think in terms of what is easy both to produce and to divide into visually appealing bite-size samples. Products should have low food costs to prevent loss.

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