If your co-op isn’t offering free samples consistently today, it’s time to rethink your strategy. Free samples don’t just add a bit of fun to the shopping experience — they have measurable impact on customer satisfaction, loyalty and sales.
Customer Experience (CX) Program data gathered from 71,129 real co-op customers in the last year shows that free samples can be a game-changer:
- Value perception sees an 11-point boost when customers enjoy a free sample.
- Overall satisfaction jumps 7 points when samples are available.
- Customers are 8 points more likely to recommend the co-op to others.
It’s no coincidence that grocery retailers with industry-leading customer satisfaction scores — such as Trader Joe’s (84%) and Costco (85%) — are famous for their sampling programs. These retailers understand that free samples do more than just introduce new products; they create an experience that keeps customers coming back for more.
A Bite at a Time
The chart below illustrates the five-year trend in free sample availability at co-ops nationally. Today, only about 20% of co-op customers report that free samples are available. Pre-2020, this number was twice as high (about 40%). The chart shows an encouraging climb over the past two years.
Many co-op locations are already back to delighting customers with some consistency in offering samples, while many more co-ops have yet to rejoin the party. If you’re looking for a free sample, here are the top ten co-op locations to visit!
Sampling = Sales Boost
Beyond the customer sentiment data and feel-good effect, offering free samples is a proven way to drive sales among customers who are already in the store. There is no shortage of research illustrating this. One study suggests that 85% of samplers who bought a product were first-time buyers, and 11% more likely to buy again within 20 weeks. Another study cites a whopping 600% sales increase on products offered as samples on the day of sampling. The impact can last for weeks, with sales remaining up by 50% to 90% as long as 20 weeks later. Plus, sampling typically boosts sales for the entire category — not just for the focal product.
Sharing Food Builds Community
Sampling is about more than boosting sales and customer sentiment — it’s about cultivating community. Sharing food brings people together and fosters a sense of connection. Don’t just take our word for it. Here’s what real co-op customers have to say:
“So glad to see stone fruits coming back into season! Produce here is always the highest quality. I asked about the peaches and J.D. cut me one up to eat. What other store does that? Love my co-op! I’ll be back!”
“The vegan pumpkin whoopie pie sample was the best thing I have ever tasted. I’m not vegan (and I love butter). The person sampling took the time to explain the ingredients, and she was so nice, but I still don’t understand how it tastes so good without butter. I bought two and will be back for more.”
“The staff is excellent. The other day I was looking at coffee. A staff member brought me a sample of Machu Pichu coffee to try on my own. Way beyond what was required of him. Which is typical of co-op staff, always going beyond the necessary.”
Ready to Reignite Your Co-op’s Sampling Program?
If your co-op’s sampling program hasn’t yet returned to life post-pandemic, now is the perfect time. The good news? You don’t need to start from scratch.
NCG’s Preferred Practices for In-Store Sampling offers ready-to-go guidance to help you kick-start or enhance your sampling efforts.
Reach out to your co-op’s Resource Manager for guidance specific to your co-op, and reach out to Alex Mytelka for more information on NCG’s Customer Experience (CX) Program.
