Asda has launched a trial of an automated free sample vending machine at its store in Pilsworth, Bury.
The machine was a “first to market innovation” the supermarket said, which would “revolutionise in-store sampling”.
Shoppers are required to scan their Asda Rewards loyalty app to access a free sample.
The first brand customer of the new machine is Müller, which is offering shoppers free samples of Frijj.
The opportunity to use the machine is being offered by the supermarket’s retail media arm LS Eleven Media Services.
“Brands can showcase dynamic content on our digital screens, drive trials for new products and engage Asda shoppers,” LS Eleven – named after the postcode of Asda’s headquarters in Leeds – told brands.
The offering includes “prominent in-store locations, hands-on campaign management, support and a thorough post campaign activity report,” it added.
The concept has been seen in US supermarkets for several years, with vending company Freeosk situating machines in grocers such as Sam’s Club, ShopRite and The Fresh Grocer. Freeosk has its own app, which shoppers download to access samples in different stores. The samples can also be accessed using the grocer’s own loyalty apps.
Freeosk claims sampling campaigns via its vending machines generate an average sales lift of more than 50%, with 70% of buyers being new to brand, with more than 20% of the converted shoppers repeating purchases post-campaign.
Asda launched its overhauled retail media offering in partnership with SMG in May last year. Formerly known as Asda Media Partnerships, the new business unit is a “fully integrated media services business” and was introduced to major suppliers earlier this year. The supermarket said LS Eleven Media Services would use its first-party customer data, fuelled by its digital loyalty programme Asda Rewards, to provide brands with more “customer-centric media planning” and a “more connected omnichannel experience” for customers.
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