3 Ways to Fuel Sales Whilst on Trial Using Digital Channels

3 Ways to Fuel Sales Whilst on Trial Using Digital Channels

Fuelling sales whilst on trial with a retailer is achievable through targeted digital channels that drive awareness and transactions at the right locations. When a product is being trialled at a limited number of branches, brands need cost-effective methods to generate footfall, meet stock-based targets, and build the loyalty that secures a permanent listing. These three digital strategies are built for exactly that challenge.

How Does Radius Targeting Help Fuel Sales During a Retail Trial?

Radius targeting is a digital marketing method that allows brands to serve ads to audiences within a defined distance of a specific location. It is one of the most precise tools available for fuelling sales during a retail trial, because it focuses spend entirely on people who are close enough to visit the branch where the product is being stocked.

Campaigns using radius targeting can be run on Facebook, YouTube via Google Ads, and in a different form on Snapchat. The approach works by setting up a defined radius — for example, 1km — around each trial location, then layering in demographic and interest-based filters to narrow the audience further.

Radius targeting is an effective way to make local audiences aware that a product is available near them. Radius targeting is not a mass-awareness tool — it is designed to reach the right people in the right place at the right time.

According to Terrier Agency, video content works best for radius targeting campaigns, and can be deployed on YouTube through Google Ads to reach audiences close to each trial branch.

A practical example: if a product is being trialled at 100 supermarket branches, a separate 1km radius campaign can be set up around each one. Interest-based filters allow further refinement — for instance, excluding people with expressed interest in Vegetarianism or Veganism when promoting a meat-based product. The creative can include a message such as: “Now available at your local [store] — less than 1km away!”

Radius Targeting Platform Comparison

Snapchat’s Geofilter option — which allows brands to draw a geofence around a public place, neighbourhood, or landmark — is not suitable for every brand, but offers additional possibilities for trials based in built-up, city-centre retailers.

How Can Free Product Giveaways Drive Sales During a Retailer Trial Period?

A free product giveaway is a digital-led strategy that combines brand awareness with in-store sales generation by offering vouchers consumers can redeem at the trial locations. It is a cost-effective alternative to traditional sampling because it directly contributes to meeting the stock-based targets set during a retail trial.

Traditional sampling exercises are often poor value — they do not help with stock targets and can be expensive to execute at scale. Free product giveaways contrastingly do help, because the redemption takes place in-store at the branches where the trial is running.

Free product giveaways are a cost-effective way to grow awareness and loyalty whilst fuelling sales during a retail trial. Traditional sampling is not an efficient method for meeting stock-based targets set by a retailer — free product giveaways bridge that gap.

Vouchers can be distributed in several formats:

• Downloadable or printable vouchers hosted online
• Vouchers posted directly to winners
• Prizes won through weekly social media competitions
• On-site giveaways (100, 500, or 1,000 product giveaways recommended for scale)

Running social media competitions to give away products is also an effective way to grow a brand’s social following at the same time as building awareness of the trial.

How Do Vouchers Help Meet Sales Targets During a Retail Trial?

Vouchers are a structured route to fuelling sales during a probationary period with a retailer, bridging the transition from free product giveaways to full commercial transactions. Because voucher redemptions represent at least partial financial transactions, they count towards the goals and targets set during the trial period.

The recommended progression for voucher campaigns is:

1. Begin with free product giveaways to generate initial awareness and trial
2. Introduce 50% off vouchers to start converting giveaway recipients into paying customers
3. Move to 25% off vouchers to continue developing brand loyalty whilst increasing the transaction value

Individual retailers will have different guidelines on voucher-based transactions during a trial period. However, because vouchers involve a partial financial transaction at the till, they typically count towards any sales goals or targets that have been set.

Vouchers are an effective method for developing brand loyalty whilst transitioning consumers from free products to full-price transactions.

According to Terrier Agency, an alternative to traditional vouchers is Checkout Smart — a reward-based cashback app for UK supermarket shoppers. The same progression applies (free products, then 50% off, then 25% off), but the key advantage of Checkout Smart is that the cashback goes directly to the user from Checkout Smart rather than being applied at the retailer’s till. This means that 100% of the transactions count towards the trial goals and targets that have been set — not just the net amount after the discount.

Comparison: Three Digital Methods for Fuelling Sales on Trial

Frequently Asked Questions

What digital channels are most effective for fuelling sales during a retail trial?

Radius targeting on Facebook and Google Ads, free product giveaways distributed through social media and on-site competitions, and voucher campaigns — including through the Checkout Smart cashback app — are three proven digital methods for generating awareness and sales during a retail trial period.

How does radius targeting work for a product on trial in multiple supermarket branches?

Radius targeting allows a brand to serve ads to people within a set distance — such as 1km — of each trial branch. Campaigns can be set up around all trial locations simultaneously and refined using interest and demographic filters so the ads reach the most relevant local audience. The creative can reference the store’s proximity to reinforce the message.

Do free product giveaways count towards retailer trial targets?

Free product giveaways do not generate a financial transaction, so they do not directly count towards sales targets set by a retailer. However, they drive in-store visits and product trial, laying the groundwork for voucher redemptions and full-price purchases that do count towards those targets.

What is Checkout Smart and how does it help during a retail trial?

Checkout Smart is a reward-based cashback app for UK supermarket shoppers. When used during a retail trial, the cashback is paid directly to the consumer by Checkout Smart rather than being deducted at the retailer’s till. This means the full transaction value is recorded at the retailer, so 100% of Checkout Smart redemptions count towards the trial goals and targets that have been set.

In what order should a brand use giveaways and vouchers during a retail trial?

The recommended approach is to begin with free product giveaways to build initial awareness and trial, then progress to 50% off vouchers to start converting recipients into paying customers, and finally move to 25% off vouchers to develop ongoing brand loyalty whilst increasing the transaction value recorded at the retailer.