This story was originally published in the 2024 Winter issue of strategy magazine

While the jury is still out on self-checkout systems (ICYMI, grocers are rethinking automated kiosks and removing them from stores, thanks to a surge in theft), there may be a future for self-serve sampling.

Over in the States, Costco made the rounds on TikTok when shoppers posted images of unattended sampling kiosks earlier this year. In the Fall, Ulta Beauty also launched a sampling program, dishing out complimentary Rael period care products via machines. 

Standalone self-serve sampling kiosks have been around stateside since 2015, however they have never really caught on in Canada, until now, says Jason Dubroy, omnichannel specialist and former SVP, commerce, and experience for Mosaic North America. Both Yogi Tea and NotCo have recently been experimenting with sampling kiosk machines in Montreal grocers, with the help of Saint-Hyacinthe Quebec’s Uptaste.

The concept, Dubroy explains, was pioneered by Chicago’s Freeosk, an app-based automated sampler that has partnered with the likes of Safeway and Sam’s Club. Freeosk’s 1,400 retail kiosk locations dole out freebie Mondelez brands like Clif bars and Sour Patch Kids. With retail media becoming normalized across ecomm ecosystems, Dubroy expects to see more automated sampling north of the border.

“To date, the number one way to convert to trial is through in-store sampling,” Dubroy says, citing Freeosk’s own statistics that its sampling campaigns generate an average sales lift of over 50%, with 70% of buyers being new to the brand, “which is fairly impressive.” 

The tech is unique as it allows for in-store merchandising, data capture, product education, and sampling to happen in the same place.

“Some activations happen with a smartphone so there can be data handshake opportunities including closed-loop attribution, and many stores now include the tools as part of the retail media toolbox,” Dubroy says, adding that a barrier is having dedicated teams ensuring a constant replenishing of sample and featured stock. 

Data shows that in-store sampling has made a comeback in most major grocers post-pandemic, says Dubroy, as digital ads are becoming more expensive to connect to direct conversion. As retailers build their capabilities, he expects shoppers will see more contactless sampling innovations being trialled as part of overall connected commerce strategies.