Customers ordering from Walmart's website and picking up their purchases curbside have probably noticed the free samples included with their orders. Free samples included with online orders are coming into their own as a marketing tactic – and as an alternative or supplement to in-store promotional activity. In stores, consumer packaged goods companies paid retailers for placement in prominent and high-traffic areas. While great placement can drive sales, the pandemic forced brands to think outside of stores for ways to get their products in front of potential customers. Free samples included with curbside pickup represent an opportunity for Walmart and for brands of all sizes.
Alvis Washington, Walmart’s vice president of marketing, store design, innovation and experience, said its sampling program can help brands connect with the right customers. Personalizing the samples that a customer receives is a key goal.