The Golden Duck, a leading gourmet snacks company, has long been known for its innovative approach to premium snacks. However, after nearly nine years of relying on alternative marketing strategies, the brand decided to reintroduce in-store sampling sessions as a way to directly engage with consumers. In-store sampling had historically been a powerful tool for The Golden Duck, allowing them to offer consumers a taste of their unique offerings and build brand loyalty.
Recognizing the need to refresh this approach, The Golden Duck partnered with Feel Entertainment Pte Ltd to restart these in-store sampling sessions with a modern, data-driven strategy. The goal was to reinvigorate the brand’s market presence, drive sales, and fend off increasing competition. The results were immediate and impactful, with a significant boost in sales and a noticeable response from rivals who reacted to the brand’s revived in-store activity.
The Golden Duck’s primary objective in restarting its in-store sampling sessions was to reconnect with consumers on a personal level and reignite interest in its premium snack offerings. The brand had established itself as a leader in the gourmet snacks market, but after nearly nine years without in-store sampling, they saw an opportunity to refresh their engagement strategy and drive growth.
The key objectives included:
- Increase Sales and Product Trial: The main goal was to boost sales by encouraging consumers to sample and experience the quality of The Golden Duck’s products firsthand, particularly in competitive retail environments.
- Rebuild Brand Visibility and Loyalty: By offering consumers a direct interaction with the product, The Golden Duck aimed to strengthen brand loyalty and increase repeat purchases, especially as more competitors entered the market.
- Counteract Competitive Pressure: The gourmet snack market had become more crowded, with rivals competing for shelf space and consumer attention. The in-store sampling sessions were designed to give The Golden Duck a competitive edge and solidify its position in the market.
These objectives guided the strategic planning and execution of the sampling sessions, which aimed to deliver both short-term sales growth and long-term brand loyalty.
To help The Golden Duck successfully restart their in-store sampling sessions and achieve their goals, Feel Entertainment Pte Ltd provided a comprehensive strategy focused on driving engagement and boosting sales. Our approach included several key elements:
- Youth Promoters for Target Audience Connection: Recognizing the importance of aligning the brand’s image with its target demographic, we recommended the use of youth promoters. These young and energetic brand ambassadors resonated well with The Golden Duck’s audience, creating authentic connections and encouraging product trials.
- Incentives to Entice Shoppers: To maximize the effectiveness of the sampling sessions, we coupled the tastings with price discounts and a “gift with purchase” offer. These promotions gave shoppers an added incentive to try and purchase products immediately, driving higher conversion rates.
- Data Collection for Future Insights: Understanding consumer preferences was crucial for The Golden Duck’s long-term product development. We suggested that the promoters collect valuable data on shoppers’ preferences and feedback, which could be analyzed to inform future product innovations and marketing strategies.
- Optimized Deployment of Promoters: To ensure maximum impact, we deployed more promoters than initially planned, particularly in high-footfall stores where consumer engagement opportunities were greater. This strategic adjustment led to increased sampling counts and greater visibility for The Golden Duck in key retail locations.
Since the sessions began in April 2024, the results have been significant. Sampling counts have increased month over month, and sales have improved, especially in stores where sampling sessions were held. This success reinforced the value of direct consumer engagement and laid the groundwork for continued growth.