In-store and key-venue sampling (KVS) have traditionally been effective at increasing store-level sales. It brings consumers closer to the purchase by offering free product samples, reducing uncertainty, and increasing the propensity to buy. However, in-store and KVS lack targeting and measurement and provide minimal information about the profile of the person who received the samples and if the recipient would buy or recommend the product.

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With consumers becoming increasingly discerning, its vital for marketers to understand their preferences and behaviour with microscopic granularity. Anecdotally, consumer groups such as millennials and GenZ are increasingly opinionated in preferring locally produced wares with added range and convenience. Digital and social media channels have made it easier for consumers to review and compare products earlier in their path to purchase and to share their opinion with peer groups. It’s important for marketers to collect consumer data at multiple touch points along consumer purchase journey, get insights and analytics, and leverage it to stay relevant. Data is the new king.

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