Free samples are everywhere, from grocery aisles to mailboxes to online sign-ups. But does it matter how you get one?
New research published in the Journal of the Academy of Marketing Science finds that it does, and the impact can last more than a year. In “Where did you receive the free sample? Sustained impact of new product sample distribution on customer purchase journey,” the research co-authored by Brianna Paulich, assistant professor of marketing at the University of South Florida, tracked how different sampling channels shape long-term customer engagement.
Working with a multinational consumer packaged goods company, the team randomly assigned 1,630 households to receive a new oral hygiene product sample in one of three ways: in-store, direct mail, or by online request. They then followed customers for 18 months.
All three channels generated similar first purchases. But the longterm story was different.
Direct mail produced the strongest repeat purchasing and overall customer engagement, boosting customer lifetime value, referrals, and feedback. Online-request samples were the most costeffective and generated a stronger online influence, such as social sharing. In-store sampling, while familiar, delivered the weakest sustained engagement.
Why? The researchers explain that how customers receive a sample shapes their expectations. A sample that arrives unexpectedly by mail creates a more concrete, grounded experience, often exceeding expectations and driving lasting loyalty.
Free samples don’t just spark a trial, they shape the entire customer journey. Choosing the right distribution channel can effectively turn a one-time test into long-term engagement.
Authors: Brianna JeeWon Paulich, University of South Florida; Anita Pansari, Rutgers University; V. Kumar, Brock University.