We are doing another product sampling this weekend, sharing pieces of our gluten free, nut free, egg free rocky road. In addition to impulse engagement, we have encouraged new traffic with Facebook promotion. This has worked because of the pitch around gluten free, nut free, egg free. The interest in any and all of these is strong. Shoppers looking for such product are appreciative of the recognition offered and the support through product purchasing.
I see this type of campaign focused on such niche products as part retail part community service. I am glad we are doing it. I see the in-store tasting as retail theatre, something that sets us apart from what shoppers usually expect in our type of business.
The more we provide experiences that are unexpected and good the better for us and our mission of changing shopper perception about who we are, what we stand for and why we matter to them.
I think the most valuable loyalty we can encourage in retail is loyalty at the special interest or fringe area. This is why we have been so invested in the and previous tasting campaigns.