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Studies show that in-store demonstrations turn over 40% of consumers sampled into buyers.
Sampling generates volume and creates brand awareness.75% of customer purchase decisions are made in-store; that number increases to 88% if the purchase is food. (Sobeys 2003/PopArt Marketing Tool)
Demonstrations forge relationships between consumers and products. Consumers are able to try a new or newly packaged item without risk, because the sampling is free.
During a demonstration event, grocery retailers enjoy an increase not only of the product sampled, but also complementary items which can be showcased during the event (i.e. private label ingredients, etc.)Sampling reaches the principal grocery shopper of each household.
Demonstrations reinforce brand loyalty, create new users of your brand, and the sampling is perceived as a good-will gift from the manufacturer.
According to an abstract by Journal of Consumer Studies and Home Economics, "Findings showed that certain demonstration personal characteristics and demonstrator techniques were significantly related to sales increases."
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