The digitalization of Sampling

Perfume is much more than a product, it is emotion, sensations and personality united in a bottle. Throughout history, fragrances have served to evoke memories and have played an essential role in reinforcing personal identity. However, in the digital environment, this inspiring sensory connection is broken. Unlike other beauty categories, perfumery depends on the sense of smell and how it evolves on each skin, which a priori makes e-commerce a complicated territory for the sale of fragrances.THE CHALLENGE OF TRANSFERRING THE OLFACTORY EXPERIENCE TO THE E-COMMERCE CHANNEL: THE CRUCIAL ROLE OF SAMPLINGIn the digital age, marketing professionals at perfume brands face a key question: How to transfer the olfactory experience to the digital world? The answer lies in designing a correct sampling strategy capable of capturing the attention of the potential consumer.And it may seem obvious, but the truth is that if a brand does not have a good sampling strategy defined in its marketing plan, the competition will, gaining an advantage in a market where capturing the consumer's attention is key and increasingly difficult.In a sector where differentiation and brand recall make the difference, facilitating access to the fragrance is what can really turn a discovery into a purchase.THE E-COMMERCE DILEMMA IN PERFUMERYPerfume is a product that, in most cases, is not usually bought without having tried it before. Other beauty products can be explained and images and content can influence the purchase decision, in perfumery, on the other hand, the sense of smell is the determining factor and that is the challenge outside the physical store. The reality is that the consumer will hardly acquire a new fragrance online if they have not experienced it before, unless it is a recurring purchase or is motivated by a very affordable price or a very aggressive promotion from a brand they already know. No matter how detailed and evocative the olfactory descriptions are, nothing replaces the sensation of trying a perfume on your own skin and perceiving how it evolves on it over time.In this context, samples become a key meeting point between the brand and the consumer. Some brands have understood this need and have implemented strategies to minimize waste and optimize the consumer experience and foster engagement. An example is Sephora Spain, which has a system called "Try...first!" in which with each online purchase of a fragrance, the regular sales size and the mini size format are sent, thus allowing the consumer to try the fragrance before committing to the large format. And if when trying the sample the fragrance does not convince them, they can return the full-size product unopened, thus avoiding the waste of resources and promoting more conscious and sustainable consumption. A solution that is undoubtedly respectful of the environment and also of the consumer, who values it positively. And actions of this type are an example of a distribution strategy with which not only is consumer confidence increased, but also the shopping experience is improved and loyalty is encouraged.TOWARDS A NEW MEASUREMENT OF IMPACT: TRACEABILITY AND DATAWhile sampling has an obvious value in perfumery, one of the biggest obstacles for brands remains the lack of traceability. What happens to the sample once it reaches the consumer? Has it been used? Has it influenced the purchase decision?This blind spot in the value chain limits the optimization of campaigns and the justification of the investment. This is where the digitalization of sampling offers a new scenario: integrating technologies that allow measuring the real impact, collecting consumer feedback, analyzing conversion rates and refining target audiences.In this context, at Sampling Innovations we have developed Smart Sampling, a solution that allows each sample to be equipped with a QR code linked to a personalized digital experience. Through this platform, the consumer can discover more about the fragrance and interact with the brand through a personalized avatar, share their opinion after trying it, access exclusive benefits and, most importantly, live an experience promoting engagement and providing brands with valuable information with real data on the use of the sample, the perception of the product and its influence on the purchase decision.This traceability allows transforming a traditional action into a strategic tool oriented to results, where each sample counts and is measured.SIX PRINCIPLES FOR AN EFFICIENT SAMPLING STRATEGY IN E-COMMERCEThe effectiveness of a digital sampling campaign does not only depend on having an attractive sample, but on how the entire ecosystem that surrounds it is designed. Here are six key principles to maximize its impact:1. Smart targeting: segment with criteriaNot all samples should reach all audiences. If you have previous purchase data (such as average ticket, history of products purchased or category of preference), you can personalize the sample sent. For example, if a user usually buys premium fragrances, it makes sense to offer them a sample aligned with that level of range. Likewise, if the consumer indicates their gender or age in the registration, you can opt for a more youthful or more sophisticated fragrance, as appropriate. Good targeting not only increases the chances of conversion, but also optimizes the cost of the campaign.2. Representative and functional sampleThe sample must be true to the original product and offer a user experience that is as real as possible. In addition, the design also communicates the brand: even in small formats, a sample can transmit luxury, freshness, innovation or elegance.3. Format suitable for the channelIt is essential to take into account how they will be distributed. The formats must be resistant and adaptable to e-commerce logistics. Avoid those that are more fragile to guarantee a good experience from the first contact.5. Measurement of results: data that justifies the investmentOne of the great advantages of digital sampling is the possibility of measuring. There are models that allow cross-referencing data to better understand its impact. For example, in systems such as the Sephora one that we mentioned previously, you can compare how many returns there are in purchases with samples versus purchases without samples, offering a real indicator of the level of satisfaction. It is also possible to use unique codes or post-test surveys to collect qualitative insights directly from the consumer.6. Premium samples with perceived valueAlthough sampling has traditionally been understood as a free action, more and more brands are opting to offer higher quality samples at a symbolic price. This option not only helps to cover costs, but also adds perceived value to the product: the consumer appreciates it more, is more involved in the experience and is more willing to buy if the sample meets their expectations. In addition, it allows offering a first contact with more exclusive products in an accessible way.

The digitalization of Sampling

Unlike other beauty categories, perfumery depends on the sense of smell and how it evolves on each skin, which a priori makes e-commerce a complicated territory for the sale of fragrances

Jordi Calduch

CEO and co-founder Sampling Innovations Europe