In this day and age, retail consumers are faced with more options than ever before and it can be overwhelming at times. What’s the most reliable brand? Which model will best suit their needs? Is the most expensive product automatically ‘the best?’

When it comes to parting with a large sum of money or making a substantial financial commitment, a customer wants to be sure they are making the right choice. They will look to friends and family for recommendations, to peers for suggestions and they will trawl the internet for reviews, testimonials, and inspiration. According to the GE Capital ‘Major Purchase Shopper Study’, a customer spends ‘an average of 79 days gathering information before making a major purchase’. This process can be both time-consuming and frustrating.

However, a study conducted by Brightpearl found that ‘76 per cent of consumers would maybe or definitely buy more items if they were offered to try before purchasing.’

A ‘Try Before You Buy’ campaign is a highly effective method of converting uncertain or indecisive customers and has numerous positives, for both the business and the buyer.

TRUST

A ‘Try Before You Buy’ campaign promotes trust. The traditional way of shopping has always been simple – a customer buys a product outright. But by doing this, the consumer takes a chance and there is always risk involved because the product may or may not be as they expected or hoped. Giving the customer an opportunity to try before they buy can reduce their trepidation about investing in the product, allows them to make informed decisions, and gives them the power and freedom to try without ‘commitment’. For a consumer, knowing they have an opportunity to return the product quibble-free before pledging to keep it really gives them a sense of trust. It also highlights a brand’s commitment to quality and their confidence in their abilities to impress could further contribute to a buyer’s sense of protection.

POSITIVE ASSOCIATION

Typically, when a customer finds a product or service disappointing or underwhelming, they are unlikely to make a further purchase with that provider. They may also share this negative experience with friends and family and in extreme cases, even take to social media or review sites. However, a ‘try before you buy’ promotion can reduce these types of interactions because the customer has an opportunity to test the product out before committing to it. The psychological factor behind this type of promotion is highly powerful and effective because when the customer does commit to the product, they are certain it really fits their needs. A satisfied customer can lead to positive reviews, personal recommendations and most importantly, return business, which in turn will drive sales and increase profitability for the brand.

ATTRACT NEW CUSTOMERS 

Customers love a deal. In fact, according to research conducted by Hawk Incentives, 40% of consumers said they ‘feel smart’ when they can find the best deals. Finding a great new product, service or offer can really bolster a good feeling so when a brand allows a customer to try a product, hassle-free before committing to it, it will absolutely attract a new customer base. A campaign of this kind could entice ‘brand loyal’ customers of a competitor to sample a product that they previously wouldn’t have considered so, by using this online promotion type, a brand can gain a real, tangible advantage over their competitors. Brand switchers are commonly swayed by one of the four P’s: price, promotion, place, or product. Therefore, if the promotion offered is strong enough to attract attention, that brand may be able to lure a whole new audience.

Finally, ‘Try Before You Buy’ promotions traditionally have very low return rates, which therefore drives revenue up. Since customers can sample the product before they make a financial commitment, they are less likely to return it.

Here at Benamic, we provide an end-to-end promotional solution managing all aspects of the campaign from planning and set-up, design and development, claim handling and validation, and multi-lingual customer communications.

If you are interested in finding out more about a ‘try before you buy’ campaign and how it might work for your brand, contact us to talk with a promotion expert.

Remember, by giving a buyer the opportunity to trial a product, you are removing the barriers to a successful conversion.

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