Does in-store sampling work? What published research says about sales, repeat purchase and categories
Sampling is the most common format in UAE supermarkets, so it deserves evidence. Here is what published studies have found, how much weight each deserves and what it means for how you run a stand.
Short answer
Published research finds that in-store sampling lifts sales both on the day and afterwards, more than other non-price promotions such as special displays, and that repeating events keeps the effect going longer. The strongest peer-reviewed study is in the Journal of Retailing. Industry studies report lifts too, but several were paid for by sampling vendors, so treat their numbers with care.
The peer-reviewed study
Researchers Qing Liu (University of Wisconsin), Sandeep Chandukala (Singapore Management University) and Jeffrey Dotson (Brigham Young University) published "An Assessment of When, Where and Under What Conditions In-Store Sampling Is Most Effective" in the Journal of Retailing. They analysed in-store sampling events in four snack categories, including new products and established national and private-label brands.
The findings, as summarised by the Wisconsin School of Business:
- Sampling events produce both a short-term and a longer-term carry-over effect on sales.
- Repeating an event sustains the sales impact, and the effect fades more slowly than after a single event.
- Sampling can expand the category, raising total category sales and not only the sampled product's.
- Sampling was more effective than other non-price promotions, such as special product displays.
- Stores with a smaller product assortment benefited more than larger stores.
Industry studies, with a caution
A widely cited industry study of in-store sampling, run by Knowledge Networks-PDI for the promotions firm PromoWorks, reported an average cumulative first repeat purchase of 11% for sampled products over 20 weeks, against 6% for the brand overall, according to coverage in Progressive Grocer. It also reported higher basket sizes for engaged shoppers. Because a vendor commissioned it, and the data come from US grocery, treat the figures as an indication, not a forecast for a UAE chain.
What the evidence does not tell you
- It does not give a UAE conversion rate. No published study we found reports the share of sampled shoppers who buy in UAE stores.
- Product, price, promoter quality and location all change the result, and the studies average across them.
- Sampling suits products people can taste or try quickly. It does less for products that need a long explanation.
What it means for a UAE stand
- Run it more than once. The research points to repeated events. A single weekend fades faster than a series.
- Choose stores deliberately. Smaller assortments benefited more, so test in compact stores as well as hypermarkets.
- Staff it well. A promoter who can say three things about the product in ten seconds is the difference between a sample and a sale. See how to hire promoters.
- Put the stand next to the shelf. The sample is the prompt, and the product should be within reach.
- Measure against a comparison. Compare sell-out in sampled stores against similar stores with no event, and against the weeks before. Our ROI guide and retail audit guide show how.
Check the rules before you start
Food sampling in a store is subject to the venue's and the municipality's food safety rules, and any prize or discount offer needs a permit. Our guides to running a product sampling campaign and the promotion permit cover the practical side.
Arsh Marketing runs sampling stands in UAE supermarkets and reports on each one. See brand activations or send us the brief.
Questions
Does in-store sampling increase sales?
Published research finds that sampling events lift sales in the short term and keep an effect afterwards, and that repeated events sustain the effect longer.
Is sampling better than a special display?
A study in the Journal of Retailing found in-store sampling more effective than other non-price promotions such as special displays.
How many shoppers buy after trying a sample?
We found no published conversion rate for UAE stores. Studies report sales lifts against comparison groups, not the share of tasters who buy, so measure it in your own stores.
How often should a sampling event be repeated?
The research suggests repeating events, since the impact fades more slowly than after a single event.
