Retail Sampling Stations – A Powerful Tool
Johnnie Walker Blue at LAX
Sampling Stations Are Becoming More Sophisticated
An in-store sampling of products using retail sampling stations has been a proven technique for increasing sales and launching new brands, especially food and beverages, for a long time. While humanity has engaged in sampling their wares since the dawn of time, large retailers have paid more attention to this merchandising tool in the past decade.
Organizations such as Costco and the liquor industry have been at the forefront. PepsiCo used a version of it extensively in blind taste tests as every fair or event you can imagine years ago.
Emporio Armani
Premium Brands
It is especially effective for premium branded products when you can demonstrate to shoppers the benefits of a premium brand and experience firsthand. It has proven so popular and successful for premium liquors that most US state liquor control boards have changed the rules to allow liquor taste sampling, and all Canadian liquor boards are actively promoting liquor tasting events.
Numerous studies have reported that consumers feel an [obligation](http://www.cpgmatters.com/RetailTrends110314.html) to buy the product once sampled. It is a natural match for new products such as premium chocolate and premium liquors that may otherwise have a difficult time reaching new consumers. Some insight into the psychology behind sampling can be found in this downloadable paper on In-store sampling and impulsive buying behaviour by the International Journal of Applied Research.
Perrier Sampling Station
Food Sampling Stations
Costco is the best-known organization for deploying food sampling stations; however, the T&T Supermarkets division of Loblaws is taking it to a new level now, often having 3 to 6 sampling stations ongoing in their stores at any one time this past year. In some of their more recent Grocerants you can sample the product and then go eat your fill right there in the supermarket.
Bricks and mortar retailers expand their relationships with customers by personal engagement. One method is to provide a customer with a sample brand experience in an environment and setting that reflects the brand and enhances the experience. Some of the most successful retailers and brands on the planet are currently taking advantage of this direct contact opportunity by revitalizing their retail sampling station program to maximize their effectiveness.
More sophisticated sampling station design has become critical to success as these premium brands have scaled up their merchandising programs. Sightlines and signage are very important as design language and materials support the brand statement.
Specialists in Retail Sampling Station Design
Geron Associates are experts at integrating brand design into our retail sampling stations and more traditional kiosk products. Our success in designing, building, and delivering retail sampling stations worldwide includes many tier-one premium brands in various industries, including chocolate, liquor, electronics, and even Perrier.
We possess advanced technical capabilities to design & build every type of sampling station, kiosk, or retail display imaginable. Read about our Retail Display Services, including some examples of our work for world-class international brands.
For more articles about what we do and how our service impacts our customers investigate some topics in our blog.
Contact us for more information!