How to get smart with sampling
When companies want to bring new products to market, they invariably carry out research beforehand. This may be conducted in a limited geographical area in order to determine what people like about the product and what the potential size of the market might be.
In many cases, the sample data used to determine people’s views towards a product will be based upon what they’ve previously bought. That data may come from retailers, for example, but the introduction of GDPR complicates matters somewhat because collecting customer data and the use of it requires greater transparency. Collecting first party on the brand’s customer becomes more challenging unless the brand is in control of campaign. It helps if the brand is talking directly to the customer rather than via an intermediary.
So how does a brand directly engage with a customer in the sampling channel?
The idea is that you incentivise the customer to provide feedback on the product they have just sampled.
By connecting with them digitally via a call to action you take the conversation online.
Using the Verticly platform the call to action can either be a QR code, SMS, url or Twitter handle and is either printed on the product or advertised on an insert or leaflet.
How it works
The call to action invites the customer to provide their feedback in exchange for receiving a digital coupon to redeem against a future purchase. When the customer connects via the call to action then there are sent a link to the brands landing page which sits on the Verticly platform. The customer logs in via their chosen social media platforms in order to provide feedback on the product.
As a thank you for leaving feedback, the customer can then be entered in a competition or sent a unique coupon that can be redeemed in retail stores or via online outlets. The Verticly platform is, therefore, able to track the full customer journey including redemption of the coupon, so you know if they have re-purchased the product.
Advantages of intelligent sampling
So, what benefits does this deliver for the brand? Firstly, by encouraging the consumer to buy the product again, you generate a second sampling opportunity, increasing the chance of people becoming loyal buyers in future or recommending the product to their friends.
Crucially, you also get to collect data about the customer first hand, obviating the need to exchange information with a retailer or an intermediary. The data you collect will usually be the full name and email address of the customer, allowing you to target future marketing efforts as consent is acquired via the Verticly platform when people connect.
You can also obtain geolocation data and the identity of the retailer from which the product was purchased. This allows the brand to feed sales data back into a CRM system, allowing them to target future marketing efforts at the best-performing retailers.