12.06.24
By Lisa Major
For CPG brands, product sampling has become an integral strategy for boosting both trial and long-term sales. The e-commerce economy has changed shopping behaviors, but one thing remains the same: consumers still want to know what they’re paying for. Marketers respond to this buyer need by leveraging customer reviews and influencer endorsements in their campaigns. However, nothing tops the experience of a customer being able to try before they buy. And with fewer purchases happening in stores these days, brands have to be creative in how they put products in people’s hands. Technology has enabled new sampling strategies that brands are using to drive consumer interest and sales, but the need for brand representation and human connection isn’t going anywhere.
Leveraging AR technology for product sampling is still a relatively new idea that only a few brands have had success with. Brands like Ikea, Sephora, and Lego have promoted e-commerce apps to help customers visualize the outcome of a purchase as an alternative to shopping in a brick-and-mortar location. But what if your brand doesn’t have the same equity and level of familiarity with consumers? What if your product sampling strategy must introduce your brand to an audience AND inspire a purchase? This is where a combination of virtual tech and in-person facilitation can strengthen your investment.
This product sampling strategy achieves several things:
The likelihood that a customer will make a purchase increases when they find a human connection in a virtual experience. Brand ambassadors understand the need to create a personal brand connection no matter the medium of the actual customer experience.
The post-Covid market necessitates more consideration of the safety of some product samplings – especially wearable or edible samples. So, marketers are finding new ways to allow customers to sample products on their terms versus a direct exchange. For example, Glossier tested smart vending machines that dispensed their popular Balm Dotcom during the Balm Dotworld pop-up tour. Brands following a similar path can take that technology out of the physical store and directly to their customers at trade shows, retail locations, or pop-up events. And like a virtual experience described above, this physical investment should be supported by brand reps that facilitate the experience and engage consumers at the same time. Brand ambassadors can suggest what to try, share their personal experiences, convey key product highlights, or simply support the customer as they try something new – both the product and the tech!
Glossier’s Balm Dotcom pop-up tour featured a smart vending machine that dispensed lip balm.
Once upon a time, we relied on magazine quizzes to tell us: “What [product] is right for you?” Now, we have algorithms built into apps and websites to match us to the right SKU based on the personal data we voluntarily shared. But that experience, while cool and seemingly very tailored, still needs more personal guidance. People innately like to have reassurance and validation from others, and brand ambassadors can fill that need at sampling events. Brands can create a specialized quiz or evaluation, and the sampling team can guide customers through the results to foster connections.
You’ve probably noticed a theme here. Brands that activate product sampling well see the value of having both cutting-edge tech and personal interaction. Yes, you can have one without the other and still see results. However, the impact of supporting a tech-driven product sampling campaign with brand ambassadors will show long-term benefits well after the purchase conversion because the first interaction with the product was a personal one.
ATN Event Staffing is your go-to solution for experiential and event marketing staff. From tech-savvy brand ambassadors to street teams, our experienced staff will elevate your brand presence and make authentic connections with consumers. If you would like to learn more about our staffing services, we would love to chat!
