Engage Shoppers With Your Brand Via Smart Sampling Technology

By Donna Ahern
Engage Shoppers With Your Brand Via Smart Sampling Technology

Backup Marketing one of Ireland’s leading shopper marketing agencies has just launched Sample Station, a new innovative way for brands to sample to target consumer and shoppers.

Kerry Mulvihill, head of shopper and innovation at Backup Marketing, talks about Sample Station.

Q. How did Sample Station come about?

At Backup we have lots of different ways of helping brands to sample products, from in-store product demonstrations to online shopper sample packs and DTC offerings.

As trends emerge we are continuously looking to refine and add value to the sampling services we provide for our clients. Brands are looking for sampling to deliver meaningful customer engagement while also helping to close the sales loop.


With this and changing consumer behaviours in mind, we devised Sample Station.

We have been refining the prototype and user experience for the past two years prior to a full scale launch in 2022.

Recent trial campaigns with leading brands such as Graze and Halls have delivered encouraging numbers in terms of engagement, trial and post campaign results.

Q. What’s unique about Sample Station?

We believe all good sampling channels have a unique and relevant offering.


For Sample Station, it lies with the ability for brands to reach, reward and drive trial with target consumer groups more frequently and efficiently.

It’s always on presence and mobile enabled capability mean customers can try when and where they like while also receiving relevant follow up communications in the form of product offers, money-off coupons and giveaways.

Ultimately this helps to deliver a more meaningful sampling transaction between brand and consumer.

Q. How does Sample Station work?

From a consumer perspective Sample Station is foolproof. Using mobile, customers scan the QR code on screen, enter their name and email and the featured brand sample dispenses.


We deliver this seamless user experience by working closely with brand partners, taking control of all aspects of the campaign, which include planning, in-house design and content creation, physical & digital branding, social strategy & execution, sample stock warehousing and delivery, merchandising and post campaign reporting.

Q. Where does Sample Station happen?

Sample Station is currently live in high footfall shopping centres, retail stores, event locations, entertainment venues and other targeted consumer locations such as workplaces.

Q. What other benefits does Sample Station offer for brands and partners?

Other benefits include…


Sample Station has a fully connected software system which notifies when stock is running low thereby reducing out of stocks and increases engagement and redemption rates throughout the course of a campaign.

● Sample Station can cater for both ambient and chilled product samples.

● Samples are limited to one per customer per campaign which in turn maximises reach and campaign ROI.

● Brand campaigns are pre-promoted to target audiences via Sample Station and partners social channels. This helps drive awareness for the targeted brand while also driving traffic and redemption at the live Sample Station location.

● Bespoke design and access to full animation screens can display creative messaging, video content and competitions.

Q. How can brands and tenant partners learn more about Sample Station?

Follow Sample Station on social ‘samplestationhq’ or enquire to [email protected]

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