According to an article by Cosmetics Business, new research from beauty tech platform, Odore, has found that digital product sampling can majorly impact customers’ decisions when it comes to new beauty brands.
Of the 20,000 consumers that were part of the study, 75% admitted they were more likely to purchase from a brand they hadn’t heard of, if they were given the opportunity to sample the brand’s products.
After being sent product testers, users were asked to indicate whether they were likely to purchase from the respective brands within the next three months, as well as if they had prior knowledge of the brands.
85% said they hadn’t heard of the brands they were sampling, but after testing the products, 75% said they would purchase from that brand within the next three months.
However, only 33% of the respondents said they would have visited a store to try the product had they not received the sample after requesting it online. Odore believes this points to the potential of smart sampling to help beauty brands stand out in a saturated online market.
“Spikes in conversion rates and brand awareness clearly show the role digital sampling can play in helping challenger brands make a name for themselves,” Odor co-founder, Armaan Mehta, said.
“Despite the switch to online shopping, customers still want to try products. They want to feel them in their hands, test them on their skin, and make sure they’re making the right choice. This research shows how digital, trackable sampling campaigns can be a vital conversion tool, particularly for new brands looking to make their mark.”
