Most shoppers know that when they walk into a Wal-Mart, Costco or Super Target, they'll be treated to an array of smells, colors, textures and tastes. This is due to widespread in-store sampling, and many consumers seek out these stores specifically for those samples.
Some supermarket chains have observed their competitors and, as a result, are placing greater emphasis on the value of sampling as a sales vehicle. Stores have discovered that sampling moves products and offers their shoppers in-store excitement and personal contact with demonstrators.
In St. Louis, shoppers come to Schnuck Markets' stores to savor samples -- and to socialize with particular demonstrators, according to Darlene Fields, sampling manager at Schnuck. Many of Schnuck's product samplers have been around for years, and have developed a rapport with consumers.
"Customers will actually come in and say, 'Where's [demonstrator] Betty today?"' Fields said.
While retailers recognize that in-store sampling is a necessary part of retail marketing, traditional supermarkets are now looking for ways to make their sampling programs stand out from alternative competitors.
Palate Pleasers
Unified Western Grocers, Los Angeles, a retailer-owned grocery distributor, distinguishes its sampling events by featuring only signature products and specialty items.
Unified's samplings are conducted Thursday through Sunday, and focus largely on unique items from perimeter departments like homemade salads in the deli; specialty sausages in the meat department; and cedar plank salmon in the seafood department.
"Because we're an independent, we really need to show off signature items that can't be found at a national chain," said Ray Van Wetten, Unified's executive director, retail support services.
Unified's samplings are more like cooking lessons, showcasing how foods can be seasoned, prepared and cooked. Most involve two or three related items that can create a meal.
"Our sampling tables become almost a culinary station," Van Wetten said. "People want to make something special at home. We use our samplings to show them how to do that."
A recent sampling for cedar plank salmon involved Copper River salmon, a salmon rub, and a cedar plank. Demonstrators placed the marinated fish on a cedar plank that had been soaked in water for one hour. The fish was then cooked to perfection. All three items -- the fish, rub and plank -- sold for $30, and consumers were eager to buy all three after the event.
In fact, it's common for Unified to sell out of a product that's been sampled, Van Wetten said.
"Many people don't know how to cook fish. They're intimidated by it," he said. "But if we show them how easy it can be, they'll buy it."
Schnuck's Streamlines Its Program
Schnuck differentiates its samplings by providing not only a sample, but also an extra reminder of the featured product. This can mean a coupon, recipe or informational brochure.
"Shoppers love coupons, or something else that adds value to the sampling," Fields said.
Until two years ago, Schnuck's samplings were conducted in-house. In October 2002, it partnered with a third-party firm that the company said strengthened its sampling initiative.
Prior to partnering with the firm, "we had to do all the accounting, invoicing and staffing," said Fields. "It took up about 90% of our time, which took away time from selling and creating more specialized sampling programs, like themed events."
Schnuck goes to great lengths to ensure that its samplings run smoothly and successfully. One of its top priorities is bringing in sufficient stock to meet the increased demand spurred by the sampling event. It also makes sure that products being sampled are easily accessible to the consumer.
At each event for a nonperishable, shippers containing product are merchandised adjacent to the sampling table.
"We can't send a consumer off three aisles to get a product themselves. Once that happens, we've lost them," said Fields.
Marketing services companies are making it easier for product inventory to be displayed closer to sampling stations. For instance, PromoWorks, Schaumburg, Ill., has introduced the PromoDisplay Kit, an instant display unit designed to increase product sales during in-store sampling events. Unlike a standard demo kit, which is typically thrown away, the display can be reused.
Marsh Supermarkets, Indianapolis, holds sampling in such high regard that it not only supports manufacturers with product, but also with tools that include sampling tables, said a source familiar with the chain.
"Marsh has taken sampling to another level," said the source. "It's taken its own money, and is investing in its sampling programs." Officials from Marsh were unavailable for comment.
Marsh and other grocers who are heavily involved in and committed to sampling are demonstrating that consumers go to the store for more than just convenience and cleanliness. They also go to enjoy the shopping experience, and learn about new products and culinary trends.
Try Before You Buy
CERRITOS, Calif. -- Seventy percent of consumer respondents said they would shop a specific store if they knew the store offered product samples, according to a new study commissioned by Mass Connections here and executed by The Polling Co., Washington.
The survey polled consumers, retailers and demonstrators. For the consumer portion, nearly 1,000 responses were received. Of these, the majority (86%) said they are more likely to purchase a new brand if they could first try that brand at the store.
Results showed that in-store sampling contributes to customer satisfaction, overall image, and the amount of time a customer spends in the store.
Retailers
The retailer phase was executed in two parts: in-depth interviews with three leading companies and an online focus group of seven retailers.
Retailers who participated in the in-depth interviews said sampling boosts sales, encourages shoppers to spend more times in the aisles, and takes the drudgery out of shopping.
Among the retailer responses:
"If there is anything you can do to add a little more excitement to the [shopping] experience, it's an added value."
"Sampling creates a positive environment for the shopper to remain in the store longer."
"Customer satisfaction is having customers happy to be part of your store, even if they aren't thrilled with grocery shopping."
Stores witness an uptick at the register during sampling, especially if the event gets children involved, retailers said.
"Customers look at in-store sampling as an event. They love being able to sample new products before purchasing."
Demonstrators Eighty grocery store employees largely responsible for in-store sampling and demonstrations were polled by telephone.
Among the results: Demonstrators employed by small and medium-sized retailers strongly emphasized the importance of providing a good location within the store for a sampling display. Demonstrators who work for larger retailers focused more on the importance of having an adequate product supply on hand to satisfy demand.
