Grab the Freebies!
Everyone likes receiving things for free!
Olay, Ariel, Garnier, Pampers and L'Oréal are just some of the household names distributing samples in an effort to drum-up support for their products. So far this year, anti-wrinkle cream, tea bags, perfume, moisturiser, along with numerous other items have been offered free of charge via the Web.
According to the recent study approximately 50% of people who sample a product will likely purchase the item in future. Of these, 25% can be expected to purchase the product more than once. Figures also show that over 65% of respondents would feel more confident recognising the sampled item 'on the shelf'.
The research found the trend is particularly prominent in the beauty industry. Two in three cosmetics companies are now offering samples or competitions as part of their online promotional campaigns. In 2004 the number was only one in three. The study also found that word of mouth is an important factor, with over 25% saying they would recommend sampled products to friends and family.
FIVP has shared a survey, inviting those working in independent practice to share their views on the CMA's proposed remedies.
