Is Sampling The Secret Weapon of Private Brand?

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This article from the most recent issue of Private Label Buyer magazine further verifies the value of in store marketing. Tried and true tactics like sampling are effective and not only trial but loyalty and long term sales. Retailers who are not taking advantage of this opportunity are wasting a extremely valuable resource and losing one more opportunity to turn customers into Private Brand loyalists.

Sampling Delivers Long-Term Sales Lift
A new study shows in-store sampling impacts shopper behavior for up to 20 weeks post-event.

Study after study has shown that in-store sampling produces a significant increase in sales on the day of the event. But what about afterward? New research from Schaumburg, Ill.-based marketing services company PromoWorks shows that sampling continues to boost sales — of both the sampled product and its parent brand — for up to 20 weeks afterward, making it a much more cost-effective tool than previously believed.

“Marketers have long recognized the value of in-store sampling for new products to generate trial on the day of the event,” said the authors of the “Report on In-store Sampling Effectiveness” — or “R.I.S.E.” — study. “However, day-of-event analysis ignores repeat consumer purchase behavior, and the absence of valid metrics to measure the extended benefit to the brand leaves the perception that sampling events are costly, thus making it an impractical tactic for long-term sales of existing products. The R.I.S.E. study now provides the needed metrics.”

Read the entire article. Sampling Delivers Long-Term Sales Lift



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.