White Paper: How Sampling Can Increase Shopper Satisfaction And Your Bottom Line

Mass Connections, a leading shopper marketing company with clients such as General Mills, Hershey's, Kraft and Procter & Gamble, commissioned the first ever series of studies on in-store sampling and marketing events from retailer, manufacturer and shopper perspectives from 2003 to 2008. The results of these studies are documented in three books – The Consumer Connection, The Shopper Connection, and Connecting with Consumers… In Store, On Line, In Life. Mass Connections' findings are detailed in a three-part series unique to Integrated Solutions for Retailers. This is the first part of a three-part series, which examines how offering product samples increases shopper satisfaction and your bottom line. The second part will appear in July issue and the third part in the August issue.

Another interesting trend uncovered by MC's research is that grocery shopping has become more than getting in and getting out with product in hand; for many, it is an event in and of itself – a chance to interact with other people, learn about nutrition, experience new products and taste potential purchases. Savvy retailers are adapting to this change by focusing on store atmosphere. It has been proven that in-store sampling provides a different stimulus to the grocery store experience and adds entertainment and animation to what is being sold. In fact, 97 percent of all customer respondents held that sampling in stores improves consumer satisfaction. Sampling free products becomes a highly anticipated part of their shopping experience.