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HelloFresh to offer brand samples in certain boxes

010519 HelloFresh BoxMeal kit delivery business HelloFresh has launched a new in-box sampling service called Tasty Perks, which will allow brands to include deliver an ‘added treat’ to receivers of its classic, family or vegetarian box. Customers will additionally be incentivised to complete a tailored questionnaire to gain feedback on their experiences with the products, aimed at gauging purchasing intent to help inform brand initiatives – the result of which can be analysed by data analysts at HelloFresh to obtain customer insights. According to HelloFresh senior manager of loyalty and partnerships David Williams, the offer is a way for brands to get products into the hands of consumers, as well as gain insights into customer buying behaviours. “Our in-box sampling breaks through the clutter of all other marketing forms because it enables customers to try new brands risk free,” Williams said. “We generally ask for at least two samples per box to ensure the products get a change to resonate with our customers. To support, we also offer an in-box flyer and social media amplification as part of the package.” According to the business, it trialled such a ‘product boosting initiative’ through the inclusion of healthy probiotic drink Perkii, which included two new flavours in HelloFresh boxes in March. HelloFresh claims to have served 2.04 million active customers worldwide during Q4 2019, though it isn’t clear if this service will be exclusive to the Australian market.

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