Thought Leader: The Future of Digital Sampling

by Will Glynn-Jones, Managing Director, Send Me A Sample

As technology evolves, so too do the ways brands engage with consumers. One of the biggest developments over the last decade has been in product sampling — the once in-person, largely in-store experience has moved increasingly into the digital space.

Rather than handing out samples randomly, brands are now able to personalise their offer based on consumer behaviour and preferences. Thanks to advances in AI and data analytics, companies can gather a wealth of insight around consumer habits, likes, and dislikes. Rather than just offering more measurement, this access to insight offers up more creative opportunities to craft highly targeted and personalised sampling experiences.

Once a staid, transactional medium that existed largely beyond the home, product trial today can be a truly disruptive, creative force that truly adds value to the consumer. The ability to develop in-home experiences through a closely targeted sample program brings creative opportunities like never before – the fusing of disruptive thinking together with true insights can deliver powerful, individual experiences for consumers in their own homes.

The drinks category is a great example. A category that relies on trial, on getting consumers to taste and experience ahead of purchase, was once tied to the on-trade. With footfall in these environments decreasing, and consumption at home rising, brands need to innovate and create in new spaces to achieve cut-through. Getting a new spirits product into home, together with tailored content on how to create the perfect serve (or serves) brings myriad creative opportunities.

In other categories, a skincare brand can leverage data from a customer’s previous purchases or browsing history to send them a sample of a product that aligns with their skin type or needs. This hyper-personalisation not only increases the likelihood of a conversion but also strengthens the consumer-brand relationship in a way that was previously unachievable with traditional sampling methods.

Brands can now look to all media channels to drive their sampling campaigns. No longer having to rely on live environments, now all adverts are the opportunity to drive discovery and trial:

• Turn social media ads to lead-form driven sampling campaigns
• Leverage influencers to enable TikTok posts to become product trial programs
• Harness the power of podcasts and offer a free sample via the Alexa voice assistant or mobile you’re listening on

It doesn’t just end at the point of trial, however. Creative opportunities exist beyond this as brands harness the data available from such programs. The follow-up, to drive consumers down the funnel to purchase and to gain even more insight are ripe for creative disruption. As the home becomes more of a discovery, trial and purchase environment, brands will look to creatives to innovate and bring cut-through; an exciting time for all.