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WDS in the News
Mmm…samples!
The Seattle Times
January 11, 2006
Customers love the free food, and retailers get their own taste of success by offering in-store demos.
The other day a very, very big bag of Terra Chips followed me home from Costco. It wasn’t on my list, but I had succumbed to a subtle ambush by a particularly persuasive demonstrator….
Everywhere from specialty food shops to farmer’s markets, savvy sellers are enticing buyers by going straight to their taste buds.
Food purveyors have learned that point-of-sale sampling is a cost-effective way to introduce new products, educate consumers and generally add to the pleasure of the overall shopping experience. Demos reach the buyers directly and can generate a considerable bump in sales.
“The fragmented media market makes it harder to reach people via traditional outlets, so one place vendors can get direct access to the consumer is through demos,” says Brent Ellis [of WDS]…
The other day a very, very big bag of Terra Chips followed me home from Costco. It wasn’t on my list, but I had succumbed to a subtle ambush by a particularly persuasive demonstrator….
Everywhere from specialty food shops to farmer’s markets, savvy sellers are enticing buyers by going straight to their taste buds.
Food purveyors have learned that point-of-sale sampling is a cost-effective way to introduce new products, educate consumers and generally add to the pleasure of the overall shopping experience. Demos reach the buyers directly and can generate a considerable bump in sales.
“The fragmented media market makes it harder to reach people via traditional outlets, so one place vendors can get direct access to the consumer is through demos,” says Brent Ellis [of WDS]…
“We do a full P&L on every demo we run. WDS people are very helpful and practiced in working with us and seeing we get the best results. It’s not simply sampling, it’s a selling event. We have been increasing our support for WDS demos nearly every year.”