An empirical investigation of in‐store sampling promotions

Abstract

PurposeThis paper aims to investigate the impact of in‐store sample promotions of food products on consumer trial and purchasing behavior. The authors investigate differences in the trial rate for free samples across different products and consumer types, as well as the impact of sampling on product and category purchase incidence. The results of this study are relevant for retailers and manufacturers who invest in in‐store free sample promotions.Design/methodology/approachThe authors use data from a field study, which leveraged an actual free‐sample program implemented by a US grocery store chain. Data was collected on six different products promoted by in‐store free samples over six different weekends. The data collected included consumers' trial and purchasing behavior with respect to the free sample, as well as their attitudes towards the free sample that day and free sample promotions in general.FindingsFree sampling is very effective in inducing trial, especially among lower educated consumers. 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. Samplers' interactions with the person distributing the sample or with other samplers at the scene also seem to boost post‐sample purchase incidence.Originality/valueDespite the importance of free samples as a promotional tool, few studies have examined consumer trial and purchasing behavior with respect to in‐store free samples. This paper presents one of the first known field studies that examines this topic.

A Natural Experiment: Using Immersive Technologies to Study the Impact of “All‐Natural” Labeling on Perceived Food Quality, Nutritional Content, and Liking

“…In addition to front‐of‐pack labeling information, food manufacturers and retailers will often employ services to provide product samples to consumers at the point‐of‐purchase. The effect of in‐store sampling has been shown to substantially increase sales of promoted products while simultaneously decreasing sales of competing products (Lawson and others ; Heilman and others ). Moreover, from a consumer perspective, product sampling prior to purchase provides the opportunity to obtain relevant information needed to make cost–benefit determinations of new or unfamiliar products.…”

“…For instance, in‐store sampling occurs in a setting that is potentially impacted by a variety of situational factors including store aesthetics, interactions with the server, and the presence of others in the store environment. Although it is possible to study free sample promotions within the context of an actual grocery store (for example, see Heilman and others ), such investigations are difficult due to the lack of experimental controls afforded by laboratory settings. The use of immersive technologies, or virtual reality systems, to explore the interaction of natural labeling with in‐store sampling provides a novel way to deliver relevant contextual information while simultaneously ensuring that each subject experiences the same circumstances during evaluations.…”

Experiential Marketing and Long-Term Sales

“…Perhaps the most obvious means of overcoming information asymmetries of experience goods is through sampling. Sampling not only allows consumers to discern quality, it also serves as a means of increasing brand exposure and awareness (Freedman, 1986;Heilman, Lakishyk, & Radas, 2011;McGuinness, Bernnan, & Gendall, 1995;McGuinness, Gendall, & Mathew, 1992;Meyer, 1982). While the use of sampling has been examined for a variety of products, we are unaware of any similar studies of winery tasting rooms.…”

Managing food portion size and its effect on weight control

“…Relevant price market ing strategies used to persuade consumers to buy larger amounts and more products are value size pricing (Wansink, 1996), bundle promot ing (Foubert and Gijsbrechts, 2007) and free sampling (Heilman et al 2011), as consumers will select a larger package or quant ity that maxim izes utility (Wansink, 1996). …”