ONLINE SAMPLE PACKS
Helping brands to sample new products to elusive online grocery shoppers
THE ASK
As more customers shift to the convenience & safety of buying groceries online, brands are finding it increasingly challenging to influence shoppers at the virtual point-of-purchase. We worked with Tesco to create an in-home sampling opportunity for brands to target these elusive shoppers.
THE RESPONSE
The Tesco.ie Sampling Packs - themed sampling gift boxes that are distributed to online shoppers alongside their shopping delivery.
To date we have created themed boxes covering Christmas, Easter, Summer BBQ, Big Night In, Healthy Living, Valentine’s Day - even chilled packs using a thermos cooler bag that went through the chilled supply chain direct to the shopper.
We have worked with brands including Procter & Gamble, Johnson & Johnson, Kelloggs, Nestle, Coca-Cola, PepsiCo, Mondelez and Danone, helping them to sample new products to shoppers.
We’ve also been able to do some niche targeting - targeting sampling packs at the parents of infant children based on their shopping behaviour.
THE RESULT
In addition to samples, customers are also provided with coupons to incentivise future purchase. Our ongoing tracking has shown that online grocery shoppers have high propensity to repeat their online baskets - and that this is an impactful way of influencing habitual shopping behaviour.
Our online sampling initiative was rewarded by the Promotional Marketing Association Star Awards as one of the best shopper marketing initiatives of the year.
