Program Overview

With Kroger serving as a key retail partner, this leading snack brand was looking to drive product discovery for its new pretzel snacks amongst verified Kroger.com shoppers. 

Looking to amplify their Kroger shopper marketing plan with a unique omnichannel touchpoint, the brand’s sampling experience was integrated into Kroger.com checkout for shoppers that met the brands targeting parameters. After self-selecting to receive the pretzel snacks sample, Kroger shoppers engaged with the brand through a personalized in-home sampling experience. 25,000 unique Kroger households opted in to try the product!

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Driving sales lift through digital sampling

Sampling at Kroger had a direct impact on this brand’s retail sales. In fact, post-sampling, Kroger Shoppers who sampled the pretzel snacks converted to purchase at a whopping rate of 40X more than a non-sampled control group. That’s quite the impact! Here are some reasons why digitally targeted sampling lead to these massive results:

• Sampler only offers the sample to verified Kroger shoppers that are within the brand’s target audience, and the shoppers must opt-in to receive the sample. This means that samples are not wasted; they only go to those who are interested in the product.
• Post-sampling communication ensures that the brand stays top of mind. With traditional sampling methods, there’s no way of following up with consumers post-trial. 
• In-home sampling is a memorable, ‘stop you in your tracks’ experience that shoppers love.

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Reaching a new audience

A staggering 98.9% of samplers in this campaign had never tried the product before, making them an ideal audience for the brand, who aimed to introduce its new product to a wider audience.

In-home sampling means that with a 2.96 average household size, one sample goes a long way! That means that with a program size of 25,000 samples, that’s a potential reach of 74,000 people.

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Interested in learning more about driving sales at Kroger? Speak to a sampling expert! 

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