Sampling removes ‘scare factor’
Specialties aren’t scary. That’s the message suppliers and retailers must partner together to spread in order to convert consumers.
To remove a bit of the mystique, signage that shows the specialty item whole and cut open is key, said Mary Ostlund, marketing director for Homestead, Fla.-based Brooks Tropicals. Showing the insides of specialty items helps take away the mystery of what consumers can expect.
“To see dragon fruit’s bright pink and green colors with its sharp shooting leaves can be intimidating. Show its beautiful white speckled interior and the fruit becomes interesting,” Ostlund said.
Jill Overdorf, director of business and culinary development and corporate executive chef for Coosemans L.A. Shipping, Vernon, Calif., agrees that taking away the intimidation factor is a must.
“Consumers buy what they know, what they’ve been taught and what they’re comfortable using. Many specialty products look unusual and that is the initial barrier to entry. By demystifying the product, it is instantly more approachable,” she said.
Recipe or serving suggestions are helpful.
“If one is introducing chilies to a new market or selling lemongrass in suburbia, it helps to teach consumers how best to use the items,” Overdorf said.
Using accessible names is also important.
“If you’re still calling (star fruit) carambola, at least add star fruit to the ‘marquee.’ Star fruit’s name sells — use it,” Ostlund said.
Signage by itself is sometimes not enough to get hesitant shoppers to actually add items to their basket, so adding samples can encourage them.
“The two most important things are signage and sampling. Signage educates shoppers on the items and how to eat them, and sampling always gets curious shoppers to try something new,” said Karen Caplan, president and CEO of Los Alamitos, Calif.-based Frieda’s Inc.
Even specialty varieties of familiar items like tomatoes can be helped with in-store samples, said Chris Veillon, director of marketing, NatureFresh Farms, Leamington, Ontario. “Consumers can sometimes be apprehensive at trying different types of flavors and investing in a package that can range from $3.99 to $7.99, depending on the size, so product sampling can be a great way to introduce new flavors to consumers,” Veillon said.
NatureFresh is doing sampling for its snacking tomatoes as part of its #GreenInTheCity tour with its mobile Greenhouse Education Center, and they have seen good results. “The response has been fantastic to date and continues to convert the tire kickers to purchasing customers,” Veillon said.
