Makings of Effective In Store Sampling Program

October 2, 2017

in-store sampling creates a wave of word of mouth marketing

In marketing, in-store demo refers to the demonstration of products in physical retail locations such as supermarkets, independent grocery stores, or appliance retail outlets to convert shoppers into happy and loyal customers. In store demo is a means of helping customers to experience the products with the hope of getting them to purchase them. So what are the makings of an effective store sampling program?


One of the advantages of the in-store demo is that it gives customers the opportunity to taste or touch the products before they buy them. A product demo is one of the best sales tools you can use when you have a high-quality product for sale. A product demo is a very effective way to inform potential customers about your new products and their features. One of the critical sales demonstration skills is to know your audience. The key is to put together what each customer cares about and make them available for the experience.


During in-store sampling, don't just show your audience the products. Engage them by allowing them to touch, feel, smell, taste or hold the product. Also, please don't make a product demo like a sales pitch; spice it up by injecting information about the product's region of origin, the product creator's story, or telling relevant, funny stories. Avoid turning an in-store demo into a training session; stick to the basics.


Well-planned and executed product demos are one of the best ways to introduce a consumer to your products. If well produced, the event will get the attention of shoppers and passersby, increasing the sale of your product and generating a tremendous retail customer experience.


The Objective of the Demonstration


​Brand builders must consider the benefits of in-store retail marketing. It increases the sales rate of the products because consumers who see the products in the middle of a shopping spree are most likely to buy them. It also allows customers to try something different from the brand they are familiar with and increase awareness of the brands new to them. Below is some of the vital importance of in-store sampling


Creation of Desire


The in-store demo helps create the desire to purchase a product in passersby or shoppers. For instance, in a grocery store, if you demonstrate a coffee machine near the cookie aisle, you will find a significant sales increase of the cookies during the demo event. Alternatively, you will sell a lot more coffee when you demonstrate cookies in the coffee aisle. 


Product demo provides sensual aids which enhance the quality of your sales presentation. Many customers prefer to experience a product to grasp its value and potential. The ability to feel, see or even smell a product can be more appealing than just listening to a sales pitch. In-store demos allow potential customers to see a product's features and can strengthen their desire to purchase the product.


Brand Positioning


​In-store sampling creates brand exposure, differentiating your brand from your competitors' CPG brands, which helps give a lasting impression on your target audience. And it does it where consumers can convert this exposure into an immediate purchase. A well-defined brand position gives your brand several advantages, including providing a conceptual framework, marketing messages, services, and pricing structure.


In-store demo aims at communicating to your consumers the unique features of the product you want them to purchase. It gives producers the opportunity for direct communication with consumers about their product, its attributes, and its benefits. In-store sampling helps your brand stand out in competitive retail markets.


Consumer Education


​The in-store demo allows potential customers to inspect products during a product demonstration closely. You can give them printed information to help them better grasp the demonstration. The brand ambassador should take up the role of a teacher and educate the consumers about how they can experience a product better. Consumer education helps improve day-to-day satisfaction with your product and increases their trust in your brand.


Customer experience soars when they are appropriately educated on how a product works or how they can enjoy it more. During the in-store demo, customers become engaged in a product demonstration, increasing their likelihood of purchasing your product. Increased engagement with a product leads to higher chances of renewal or repurchase of the product.


When adequately carried out, sales demos can increase customers' loyalty to the product due to proper customer education.