How to drive trial with shoppers

 

Insights:

How to drive trial with shoppers

 

Ade Akinsanya / Client Manager

Product trial is a risky business, both for the shopper and the brand. For the shopper, they want to be sure their hard-earned cash is going on something they’ll like. For the brand, there is the danger of devaluing the product before it’s had a chance to succeed. That’s without considering the cost to activate and the risk of it being unsuccessful.

At Capture, we believe the first three weeks of an NPD launch is the optimum time for driving trial through ‘money off’ or ‘try me free’ mechanics. However, with so many trial-driving media available, it can be hard to know which one is right for your product. We’ve looked at some of the options currently available to brands to assess how they measure up.

In-store sampling

Perhaps the best-known means of driving trial, in-store sampling creates standout in close proximity to purchase, and when shoppers are in the right mindset. But how does it deliver elsewhere?

Cost: High CPM of £19.48 (based on an average rate of £300 per store across 100 stores).

Targeting: Store-level only.

Occasion relevance: Limited; trialed outside of the intended usage occasion and by a shopper that might not be the end consumer.

Longevity: One-day only activation with dwell time that’s dependent on the ambassador and shopper intrigue.

Measurability: Analysed by sales uplift for test vs control stores.

 

Door drop sampling

Door drop sampling can be a great way to reach shoppers pre-shop and drive consideration of a product as they have longer dwell time. This channel is fully branded meaning there is the opportunity to educate shoppers on your products.

Cost: Varies significantly between campaigns. Factors to consider include: level of targeting, sampling type (opt-in or non-opt-in) and size of sample.

Targeting: Postcode-level with the ability to target areas that over index in socio-demographic profiles and those in proximity to certain stores.

Occasion relevance: Trialed within the intended environment and by the end consumer.

Longevity: Potential to be kept in home for longer as something shoppers refer to for their next shop, keeping the product front of mind.

Measurability: Analysed by redemption rates when coupled with money off / try me free mechanics. Can be measured through IRI when targeted to particular stores.

 

Opt in online sampling

Customers opt-in online to receiving a free, full-sized sample by redeeming an e-code advertised on media banners.

Cost: Cost per banner plus redemption costs.

Targeting: Shelf-level targeting means those reached are already considering the category.

Occasion relevance: Due to home delivery, product can be trialed within the intended environment and by the end consumer.

Longevity: Relevant in the shopper moment and gets added to ‘favourites’.

Measurability: Analysed by redemption rates and provides insight for those shoppers that bought as well as post trial purchase behaviour.

Coupon at till

Coupon at till is a great opportunity within retailers with customer loyalty data. The coupons can be highly targeted, acquiring customers shopping the category, your competitors and/or your wider brand portfolio. It can be one of most efficient ways of driving trial among shoppers provided they have some prior knowledge of your brand or the category and it is most effective when shoppers are offered a free, full-sized product to trial.

Cost: Average of 6.5p per coupon plus coupon offer value.

Targeting: Highly targeted at a customer level based on purchase history.

Occasion relevance: The offer is redeemed as part of an in-store shop and therefore can be trialed within the intended environment and by the end consumer.

Longevity: With extended offer periods, coupons are most commonly kept for the next shop.

Measurability: Analysed by redemption rates and provides insight as to which shoppers bought.

 

Mobile apps

Mobile apps broadly fall into two groups based on who you’re looking to reach.

  1. Shoppers actively looking for new products
  2. Shoppers who are looking for deals

Both can be an effective way of reaching new audiences, but how do mobile apps in general measure up?

Cost:  Flexible in line with your budget and the offer value. Recommended minimum investment of £10,000.

Targeting: Push notifications can be targeted based on user behaviour (prior coupons redeemed). This is only applicable to shoppers who have used the app in the past.

Occasion relevance: The offer is redeemed as part of an in-store shop and therefore can be trialed within the intended environment and by the end consumer.

Longevity: Dependent on how desirable the offer is, budget and how quickly all offers are redeemed (typically lasts for 2-3 weeks).

Measurability: Mostly measured by click through rates and redemption of receipts. Some insight into shoppers is available with opportunities for branding and customer feedback.

It’s clear, based on just some of the trial driving examples that are detailed above, that there is no “one-size-fits-all” when it comes to driving trial. The channel you choose is dependent on; your end consumer, the barriers to trial and how much you wish to invest.

For more information on the best ways to drive trial, get in touch with your client manager or call us on 020 3553 5555.

 

 

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