A big day is just around the corner, and both brands and shoppers everywhere are preparing for it. It's the retail phenomenon that has consumers lining up by the thousands year after year online and in-store: Black Friday.
This year, however, might look a little different with fewer than 20% of shoppers planning on shopping in stores on Black Friday this year.
Here's why digital product sampling is a great way for consumer packaged goods (CPG) companies to meet consumers exactly where they are this Black Friday.
1. Online sales are on the rise for BFCM
BFCM, short for Black Friday Cyber Monday, consists of four full days of epic sales and spending. Spending online on Black Friday this past year surged nearly 22% to hit a new record, $9 billion, according to data from Adobe Analytics.
Despite the pandemic, BFCM is one the biggest retail events of the year and the buildup continues to grow annually as shoppers start their holiday preparations earlier and earlier.
Because of this, it's more important than ever for your brand to have a plan in place ahead of time in order to be part of the online conversation and have maximum impact this Black Friday.
2. Digital product sampling has better ROI
Product sampling has proven time and again how beneficial it can be to boosting product sales. It's a great way to generate buzz about your product while edging consumers toward the final purchase.
By taking a digital product sampling approach, you can not only get more targeted results but a cost-savvy BFCM marketing structure as well. With digital sampling, there are no overheads associated with planning and organizing events, transporting samples to the physical location, and associated on-site promotions and marketing.
Digital sampling eliminates most of these expenses, with the spend being primarily on the shipping expenses for the product samples.
3. It also helps gather feedback
On top of its cost efficiencies, digital product sampling allows you to maintain a dialogue with consumers past trials and receive up-to-date customer feedback. With the ability to hear right from trial users, you can better understand your target demographic as well as which products are a fan favourite.
Gaining these valuable insights from your Black Friday marketing efforts gives you the chance to optimize your holiday sales structure and build a strategy around the most successful products
4. Digital product sampling helps drive brick & mortar sales
Digital product sampling is the perfect way to get products or coupons to consumers right before they plan their Black Friday destinations. Depending on your campaign goals, consumers can have product samples shipped directly to their house or available for in-store pickup.
Whether your goal is increased e-commerce or in-store traffic, you can tailor your digital product sampling campaign to achieve either. Looking to drive brick-and-mortar traffic? Create a sampling campaign that offers coupons redeemable in-store only on Black Friday.
With such an over-saturation of retailers hosting Black Friday events in every category, it can be difficult to stand out from the crowd. Make your strategy unique by engaging consumers before they've even left the house.
Having your product fresh in the minds of consumers right before they're about to make major seasonal purchasing decisions can be the key to drastically increasing your Q4 sales.
5. It makes it easy to spread the word
Hosting a BFCM digital product sampling campaign will allow you to promote it easily and cost-effectively via social media. Social media sampling encourages consumers to share your product or coupon with family and friends, increasing the potential virality of your Black Friday marketing strategy.
A sampling expert can help your brand gain the valuable exposure you need right before Black Friday begins.