Research concept offers free shopping experience

Dubai: Coming soon to Dubai: an outlet where everything is free. No, this is not every shopper's pipedream, but a consumer research concept that has been taking Latin America and Eastern Europe by storm.

The outlet, Sample Central, works on the notion of "try-vertising", where consumers are encouraged to choose from a selection of free samples the product that is most relevant to them and let the company behind the brand know what they think of it.

"We find consumers are increasingly immune to advertising and are not really interested in being told what to buy," said Anthony James, founder of Sample Central.

"We call them ‘try-sumers' — consumers who prefer to try first. That's where brands really see a true connection with the Sample Central model."

The concept thus offers an insight into a consumer market where it may be hard to gather information.

No guarantee

"This can work especially well with brands [which] are looking to bring in products from overseas to a market they don't know well," James said.

"Instead of making the investment of getting a product into the country, on the shelf and blasting the media about it, consumers have the ability to try it themselves and make up their own minds."

One of the biggest challenges brands face is trying to find relevance when distributing their samples and placing advertisements. There is no guarantee either that the samples are tried out by the right target audience.

"It's more relevant and cost-effective than mass advertising and allows consumers to become familiar with products by actually trying them out," James said.

The types of merchandise retailers will be able to sample will predominantly be of the fast moving kind, and comprise toiletries as well as food and beverage items.

Al Khayyat investments, Sample Central's franchise partner for the Mena region, is looking to open five stores in the UAE starting with Dubai by about July.

The concept is membership driven. Each of them pays an annual fee and once signed up, is able to effectively shop for free. The fee will purposely be kept low, allowing the samples to be tried by a broad consumer spectrum.

Members will have to book an appointment before heading to the outlet where they will have a one-hour window in which to browse and select up to five items.

After trying the items on display, they will be able to complete an online survey and offer their thoughts.

When all five surveys are complete, they can then go back to the shops for some more samples.

While it differs from market to market, James says the product window in this market will be around 15 days. The concept does not just work as a research tool, but as a method of introducing consumers to a new brand.

According to James, around 86 per cent of members who have taken a product out of their store have gone back to where it's sold and bought it, even if it is slightly more expensive than other brands.

The shops will also feature larger consumer products where shoppers can try, feel and use the products in-house.

Sample TVs will come with a remote and shoppers will be able to book instant test drives with on-site cars. The number of surveys completed will also be connected to loyalty points which will be linked to real-time rewards such as air miles and products within supermarkets.

According to James, every major consumer brand, including Unilever and Johnson & Johnson, has been a regular user of the Sample Central model at some point.