Knoppers sampling and display campaign in the supermarket
What is the effect of a sampling campaign combined with the placement of displays after the campaign? We set up a nice campaign for Knoppers where we were able to test this. This campaign produced excellent results.
Consumers were pleasantly surprised with a free sample at Albert Heijn, Jumbo and PLUS supermarkets. With every purchase, the consumer receives a Knoppers Nutbar along with a flyer. Through this flyer, the feedback program and the giveaway is communicated. With the feedback program we collect valuable data on product appreciation and repeat purchase intention.
Upon completion of the sampling campaign, a display was placed in the participating stores. In addition, a wobler and floor sticker were placed in front of the shelf. Consumers who tasted the Knoppers sample and were positive about the product were thereby given additional incentive to buy the product.
To understand the effect of this campaign, we analyzed the sales figures of the supermarkets. We looked at the following data:
- Sales figures prior to the sampling campaign
- Sales figures during the sampling campaign
- Sales figures during the display placement
- Sales figures after the display
In the process, the following results emerged:
- Uplift during checkout sampling: 288%
- Uplift during display placement 163%
- Uplift in the weeks following the campaign: 63%
Based on these results, we can conclude that both sampling, and display placement had a positive effect on the Knoppers Nutbar sales figures. Below you can see the average uplift per supermarket:
