For small CPG businesses, conducting sampling through in-store demos is the best way to launch your product, drive sales, and gain repeat customers. It allows you to interact with consumers, get an immediate reaction to your product, boost sales, gather valuable feedback, and build important relationships with your retailers.

The pandemic put a stop to all sampling and forced small brands like our chilled plant-based snack bar Phyter, to turn to social media, newsletters and other digital options to connect with consumers in this new no-touch world.

Return to Whole Foods

Last month, Whole Foods and other select retailers, announced the relaunch of in-store demos with new and specific guidelines: Products must be distributed in individual sealed and labeled packaging, demo tables have plexiglass shields, temperature checks and masks are mandatory and the implementation of added sanitation health guidelines must be followed.

After recently conducting a handful of demos, I made the following observations:

• As the owner, conduct the sampling yourself for the first few demos; get to know the changes so you can properly train and hire the best ambassadors.
• People are still cautious, some willing to grab packaged samples, others still skeptical and just want to focus on shopping and getting out of the store. Be sure to respect both types of customers
• Your pitch has to be simple, quick and to the point, make sure you speak up! With masks and plexiglass shields, it’s difficult to hear people and for them to understand you
• Make sure your pitch is compelling enough that it motivates customers to purchase without tasting. Folks won’t always have the option to stand in front of you, taste your product, give you feedback and for you to then close a sale.
• Hand out coupons as a way to drive sales
• Be aware that pre-pandemic popular shopping times now vary as many people are working from home and can shop whenever they want during the week.
• Personal grocery shoppers are replacing customers shopping in-store; this shrinks your sampling opportunities.
• Packaged samples are more costly. Make sure you add this into your budget and be aware of not passing out too many flavors, give folks the option to try one or two that interest them.

In-store sampling is still a great way to market and sell your product. Be aware of the recent changes and challenges and be willing to ease your way back into it and adapt to the changing landscape. Learn from your demos and adjust as needed. Retailers are still keeping an eye on the virus’s evolution and will remain cautious when it comes to in-store sampling for the time being.

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