LESSON 13: SAMPLING BAKERY
In-Store passive sampling (offering samples to customers) or product demonstrations (preparing and sampling an item on the sales floor) are an effective way to promote new products/lines or breathe new life into the customers’ shopping experience. Sampling and demos provide a way to enhance your relationship with your customers.
Passive sampling can easily be done in-house with a few key ground rules:
Product Demonstrations
Adequate planning is essential to holding successful demonstration events. You must know ahead of time which products you will sample, and that enough product has been ordered to support sales. Additionally, you must determine which products you need to cross merchandise with the featured product, if applicable. You must also decide what equipment/supplies are needed to set up a demonstration area such as tables, platters, portion cups, napkins, and serving utensils. And don’t forget the equipment, such as chafing dishes or ice baths, needed to keep your sampled product at the correct temperature to avoid spoilage.
Demos done by an outside demo company, broker, or manufacturer rep are ideal when launching a new line or item. A professional trained demo person, brand ambassador or a rep is, generally speaking, educated about the product and can more easily answer customers’ questions.
Sampling or product demonstrations are a sensory experience. Customers see the product, hear it described, touch it, smell it, and taste it. If they like the taste, the experience can lead to a sale.
Sampling and demonstrations also work well because they appeal to the unconscious needs of the customers. For example, they are presented with the opportunity to: