Learn about 6 brands across food, health and skincare who are using sample packs and taster boxes to scale their customer acquisition with first time purchasers. The hardest part of growth is getting a new customer to buy your product over a competitor.
With everyone shopping online and willing to try new brands as inventories levels push people out of their comfort zone. A lot of direct-to-consumer (DTC) brands have an opportunity to use product samples to acquire customers.
A product sample is a sample of a consumer product that is given to the consumer free of cost so that he or she may try a product before committing to a purchase. However, you can also charge a break even cost to offer potential customers a starter or taster size product to make sure they really want to try your brand.
This is especially true for brands that only offer a subscription plan. No one wants to subscribe to a new product before knowing they will like it. Offering a taster or starter product is for those people who want to test out the brand before committing. Here are 6 direct-to-consumer (DTC) brands doing it right.
A Toronto brand that I have actually tried and ordered from often. Nomz lets you buy a small starter box of 8 pouches (2 of each flavour) and test out the product. I remember getting a few Instagram ads before purchasing. Without this SKU I wouldn’t have bought. The other options that let me try all 4 flavours would have been costly. I was unsure which falbours I would enjoy.
Bottle Shot Brew
A cool UK brand using small taster pack to get customers to try their coffee brew. A friend who works on their Facebook ads is how I came across this one. Bottle Shot Brew only has 6 SKUs and half are not drink related. So this taster pack really stands out. Nothing worse than ordering food online and hating the taste.
Sleep and getting enough of it has come first circle. There are a lot of products out there that claim to help you. Love that Sweet Dreams has a 3 night trial to test out their product. Not sure if 3 nights is enough to know if it works as I have not tried it but it’s a safer risk then going on a subscription.
Malin + Goetz
Try before you buy. That says it all from Malin + Goetz. People want to try their skincare products before saying yes to a bigger product. They went with a free cost to customers vs charging a nominal fee we see other DTC brands do. This is also another UK brand, which makes more sense for why they could offer it free. It’s very cheap to ship items across the UK. If they know X number of people convert into paying customers. This could be a profitable channel for the brand.
There used to be a mini deodorant at Native. Not sure if they stopped selling it or are trying to hide the page from SERP. Great to see more non-food brands trying sample packs.
The team at Run Gum does a similar product as Nomz. They offer a packager that lets you try their various flavours without a huge commitment. Plus they offer free shipping with the purchase.
Sample size SKUs are a great way to remove the objective on if a customer will like a product or not. It can be hard for brands to make money, however, done right and it can be a great way to acquire first time customers.