Why sampling remains important in 2025
Launching a new product is one thing — actually getting people to try it is another. Especially with food products, taste plays a crucial role. Tasting convinces.
Yet traditional sampling (such as sending out samples or using in-store promoters) is often cumbersome and expensive. It requires stock, staff, logistics, and rarely delivers usable data.
Still, the core need remains: how do you get your product into the hands of the right consumer in a low-barrier way — and preferably without the hassle?
The solution lies in smarter sampling: digital, scalable, and through existing sales channels.
How to let consumers try your product without shipping samples yourself?
You no longer need to pack or ship boxes full of samples. In fact, you don’t need to keep any stock at all.
With retail-based sampling, you offer consumers a digital voucher or cashback that allows them to pick up the product for free at their own supermarket. You place your product on the shelf — the consumer picks it up there.
This not only saves costs and effort, it also gives you valuable insights. Through a short registration process (e.g. name, email, and store selection), you learn who you are reaching.
That’s how you make sampling more personal, measurable, and above all: much more efficient.
How do you attract the right people?
A successful sampling campaign starts with visibility at the right moment. Think of a QR code on packaging, a social media post, or a banner on a relevant website.
Once someone scans or clicks, they land on a dedicated campaign landing page. That’s where they activate the offer — a free product voucher or trial promotion.
It’s important to keep the entry barrier low. Only ask for essential details such as name, email address, and preferred supermarket. No long forms, no hassle.
This increases the likelihood of participation and allows you to collect valuable 1st-party data to better understand your target audience.
How do you ensure one entry per person?
If you're offering a free product, you want to prevent the same person from participating multiple times.
By integrating smart verification methods — such as email checks, device fingerprinting, or unique voucher codes — you can limit participation to once per consumer.
This isn’t just fairer, it also makes your sampling strategy more efficient. Your budget is used more effectively and responses become more reliable.
This way, you ensure every voucher or cashback ends up with a unique consumer, increasing the chance of genuine, repeat purchases.
What’s in it for you as a brand?
Sampling via digital vouchers or cashbacks is not only low-barrier for consumers, it also provides you as a brand with direct insights.
You collect 1st-party data such as age, location, and supermarket preference. You can also follow up by email to ask for feedback or a product review.
This way, you build not only reach but also trust and relevance.
The results? One of our clients achieved an acquisition cost of around €2 per participant. Another saw a 200% increase in sales, with a cost of £5 per new customer.
In short: sampling becomes measurable, scalable, and profitable.
Do it yourself or outsource?
On paper, it seems simple: a landing page, a QR code, a voucher or refund. But in reality, there’s more to it. Think about the tech setup, retail alignment, validation, and follow-up.
Don’t have the in-house capacity? Or do you simply want it done right?
The Trial Driver by Service Bureau Jansen offers a turnkey solution for sampling — without holding any stock.
The solution: The Trial Driver
Don’t feel like setting up a sampling campaign yourself? The Trial Driver is a smart, all-in-one service from Service Bureau Jansen that makes sampling easy, effective, and scalable.
We handle the entire flow:
- Connect – Attract consumers via QR codes, banners, or social posts.
- Convert – Landing page and voucher or cashback platform, including validation and supermarket selection.
- Engage – Follow-up via email, including feedback, reviews, or referrals.
Everything runs through existing retail channels. You don’t need to manage inventory or logistics. Meanwhile, you collect reliable data, expand your reach, and keep your cost per acquisition low.
In short: worry-free sampling.
Wondering if The Trial Driver is a fit for your next product launch?
Contact SBJ and find out how to handle sampling smarter and more effectively.