Wal-Mart improvements maximize sampling sales lift
November 4, 2009No Comments
Source: Supermarket News
By JULIE GALLAGHER
PHOENIX — Wal-Mart incited a lift in sales of Easter cookies (260%), ham (1,000%) cakes (6,000%) and pineapples (245%) by distributing samples of the items as part of a program tied to a circular promotion. The retailer used the previous year, when the items weren’t promoted, as a baseline, according to Terry Nannie, senior director of marketing for Wal-Mart.
“Sampling reduces negative new purchase experiences,” he said here yesterday at the Grocery Manufacturers Association’s Merchandising, Sales and Marketing Conference.
