California-based Stater Bros. Markets, a prominent grocery retailer, has launched an innovative digital Sponsored Product Sampling program in collaboration with Swish Brand Experiences and Mercatus. This program aims to address the complications often associated with traditional product sampling methods, offering a fresh, streamlined approach for retailers, brand partners, and consumers alike.
The inadequacy of previous sampling efforts has been a significant barrier for e-commerce growth in grocery retail. Denise Singler, VP of integrated marketing at Stater Bros., highlighted that their earlier attempts to introduce product sampling for online customers failed to deliver value and made operations more complex for store fulfillment teams. To address this, the new program utilizes Swish’s technology, allowing Consumer Packaged Goods (CPG) partners to effectively target their most valuable customers while also adding benefits for shoppers at staterbros.com.
Singler notes that the new sampling initiative transforms the in-store experience of “surprise-and-delight” into a digital format, tailored specifically for individual shoppers. This bespoke experience not only boosts customer satisfaction but is anticipated to enhance repeat purchases online and in physical stores.
The inaugural partner in this program is Klimon, a premium dairy-free ice cream brand, which will benefit from targeted sampling efforts. The platform devised by Swish Brand Experiences integrates with the digital shopping system at Stater Bros. powered by Mercatus. This integration supports targeted, on-demand, and measurable product sampling campaigns. The overall goal is to create greater revenue opportunities for retailers, more effective marketing initiatives for CPGs, and an enriched shopping experience for customers.
Adam Stave, founder and CEO of Swish Brand Experiences, expressed enthusiasm for bringing this concept to reality with Stater Bros. and Mercatus. He emphasized that traditional product sampling methods have long struggled with inefficiencies, and their platform reimagines the interactions between brands and retailers. By revolutionizing the sampling process, a new value exchange is created that fosters collaboration in innovative ways.
A significant aspect of this initiative is its focus on leveraging data-driven insights. By analyzing purchase histories, the program customizes sampling offerings in line with customer preferences, thereby increasing the likelihood of converting these samples into actual sales. This targeted approach not only optimizes the shopping experience but also amplifies the chances of transaction success, benefiting both retailers and manufacturers.
Sylvain Perrier, president, and global COO of Mercatus, underscored the importance of this collaboration. He noted that the project exemplifies their commitment to providing grocery retailers with forward-thinking solutions that not only create new revenue streams but also enhance customer loyalty through superior digital shopping experiences.
Stater Bros. currently operates nearly 170 supermarkets throughout Southern California and employs around 18,000 associates. The company consistently ranks among the top food and consumables retailers in North America, securing a spot at No. 54 on Progressive Grocer’s 2023 PG 100 list. Recent accolades also recognize Stater Bros. as one of the Top Regional Grocers for 2024.
As retail markets continue to evolve and adapt to consumer demands, initiatives like the Sponsored Product Sampling program highlight proactive strategies that enhance customer engagement while driving sales. In a world where personalization is becoming increasingly critical, this program sets a precedent for how retailers can effectively merge digital innovation with traditional shopping experiences. The stakes are high, and those who successfully adapt will undoubtedly thrive in the competitive landscape of retail.
