Consumers may not realise it, but retail experiences are increasingly driven by data and technology, and the way in which we shop is dramatically evolving. Part of this evolution will affect traditional in-store sampling methods, which are increasingly less effective in reaching new customers.
Woolworths, for example, is currently trialling the use of scan-and-go trolleys that use dedicated iPads to allow people to scan and pack as they shop for a streamlined payment at the end. It’s a completely enhanced shopping experience. It isn’t just about making checking out faster; it’s about harnessing technology to make interactions more personalised and effective through a user’s digital account. The same principle applies to product sampling: with the advent of advanced tools, sampling is no longer a scatter-gun approach. Instead, it’s becoming more targeted – and more effective – than ever before with the right technology.
Social Soup has made its own strides in this evolution, with the implementation of a Shop & Scan product late last year that harnesses data, AI-powered verification and advanced product and barcode scanning to drive in-store product trials. We spent a long time on the technology to ensure that samples are placed directly into the hands of a targeted audience, enhancing both the experience and the effectiveness of the sampling process.
Social Soup’s Shop & Scan technology helps brands get products directly into their target audiences’ hands, by driving trials in-store, making it easy for consumers to find and try new products directly in aisle. We recruit a group of shoppers based on the brands target audience to pick up a product in their usual shopping occasion via our Social Soup app. When they find the product in aisle, they simply scan the product and barcode through the Social Soup app which realises a payment, they take product to checkout to purchase. From here, trialists are directed to share, review or create engaging content about the target product. Every scan counts as a sale, giving brands clear proof of return on investment, whether at launch or during key sales periods. Shop & Scan not only boosts visibility and encourages ongoing purchase habits but also gathers real-time data and insights on shopper experiences.
Of course, we’ve been measuring it from the get-go versus traditional sampling methods: in a recent case study, 36 per cent of Social Soup’s Shop & Scan trialists reported consuming the chosen sampling product more than three times after the trial compared to only 16 per cent of in-store product samplers driving significantly increased loyalty. Also, the traditional in-store sampling results demonstrated the brand was reaching their existing customer base more than new customers, decreasing the ROI of this method.
Part of the reason for this success lies in the comprehensive experience that targeted sampling provides. By getting people in-store to physically engage with the purchase process and then trial the product at home, customers are more inclined to buy again.
To measure the impact of this approach, we didn’t just rely on initial data; we went a step further. One month after the initial purchase, we conducted a follow-up survey to assess how buying the product influenced shopping habits. We collaborated closely with the research company Pollinate, which was running a study on the effectiveness of in-store sampling. By aligning our survey questions with theirs, we were able to draw direct comparisons.
The results were telling, and the data confirmed what we had anticipated: the targeted Shop & Scan approach not only drives initial purchases but also fosters long-term customer loyalty through the behaviour change embedded into the model.
In today’s competitive market, where every marketing dollar needs to count, the shift from traditional in-store sampling to targeted, technology-driven isn’t just a nice-to-do; it’s the future of effective brand engagement.
It’s crucial for brands to question the effectiveness of their current sampling strategies. Are you reaching the right customers? Are you maximising the impact of every sample? With tools like Shop & Scan, you can ensure that your sampling efforts are not just reaching more customers but converting them into loyal advocates – and everyday influencers – for your brand.
About the author: Sharyn Smith is the Founder and CEO of Social Soup, Australia’s largest influencer marketing agency, and a pioneer in influence and word-of-mouth marketing. With more than 20 years of experience in the industry, Sharyn engages the latest technology to connect influential consumers with brands. Social Soup’s Influencer Gateway technology and engaged influencer community uniquely position the agency to create influencer campaigns tailored to objectives covering micro peer-based influence through to high-reach macro influence.
