Digital sampling is becoming increasingly effective for beauty brands , providing a targeted way to reach consumers and offer a convenient way to discover new products.
digiWill Glynn-Jones, Managing Director and founder of Send Me a Sample explains how beauty brands can succeed with their digital sampling campaigns.
What are the benefits of digital beauty sampling over traditional sampling?
Successful sampling campaigns start with targeting. Traditional brand- to-hand methods of product trial cannot reach the levels of targeting that digital sampling can achieve.
Randomly handing out a product to anyone walking past on a street, at a store or an event, is hugely inefficient; not knowing who you are sampling means brands are effectively planning-in wastage – both of product and budget.
Digital sampling, based on programmatic, efficient media-buys, almost eliminates wastage and ensures that only the target consumer is receiving the sample.
Add in that digital sampling programs allow the capture of first-party data, it means that we can drive consumers further down the funnel, gathering valuable shopper insight as well delivering attributable purchase.
It’s an incredibly effective and measurable channel.
What is an average conversion rate for a purchase following a sample within beauty?
Purchase conversion rates vary hugely due to many factors; the market (country) that the program is operating within, the category of sample, price-point and incentive level are particular variances.
However, the most overlooked factor when it comes to purchase is the product itself.
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