Aug 4, 2009

Research Reveals the Impact of In-Store SamplingBy QSRMagazine.com

A new independent study proves for the first time in-store sampling not only has dramatic sales impact on the day of the sampling event, but also increases sales of established products and line extensions, as well as new products, for many weeks following. The study also found in-store sampling lifts sales of the entire brand franchise in addition to the sampled brand, among other things never thought possible. As a result of the study, for the first time in-store sampling can now be considered measured media, and its cost effectiveness, when applied to all of the sampling’s benefits over time, is significantly greater than previously believed.

A comprehensive analysis of the study and its findings can be found at http://www.promoworks.com/source/default.asp.

The study, conducted by independent research firm Knowledge Networks-PDI (KN/PDI: www.knowledgenetworks.com/pdi) and commissioned by PromoWorks (www.promoworks.com), is among the first to utilize frequent shopper data to follow consumer behavior long after the day of the sampling event to test the impact on sales. KN/PDI implemented a matched panel test and control research design using frequent shopper-based household panel data from their National Shopper Lab of over 16 million frequent shopper households.

Aptly entitled R.I.S.E. (Report on In-store Sampling Effectiveness), the study showed in-store sampling is a cost effective way to drive trial and sales in ways previously unimagined by marketers. Specifically, the study found:

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