Sampling Amidst a Pandemic
Brandshare was recently featured in ‘Strategic Sampling’, a Path To Purchase article in the November 2020 issue and online, on how brands are finding ways to stay in the game as the pandemic changes the rules.
According to the Path To Purchase, as COVID-19 lockdowns and restrictions lifted by early summer across the U.S., many CPG brands and retailers returned to tried-and-true shopper marketing techniques. But while the P-O-P displays, circular features and sales that had paused in March resumed, traditional sampling programs remained a challenge because of mask-wearing and social-distancing requirements, and increased concerns about health and hygiene. Now, brands that relied on sampling to introduce products and increase household penetration are looking for new ways to educate and connect with shoppers — rapidly moving them into e-commerce.