Trying before buying

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Over 86 per cent of Australians love receiving free product samples, with more than a quarter going on to buy the product, according to a new Australia Post survey.

Seventy-nine per cent of respondents said they prefer getting food and drink product samples and 69 per cent prefer cleaning products.

The survey found 74 per cent of women desire cosmetic brand samples, with the same percentage likely to seek and purchase cosmetics from a free sample session.

“Sampling helps customers experience the benefits of our products without the huge expenses associated with normal advertising,” said Mirenesse Cosmetics Australia director, Irene Patsalides. “We allow the products to do the word-of-mouth advertising and tell our customers to decide for yourself.”

Mirenesse Cosmetics Australia say they posted 40,000 samples to VIP customers last financial year with ‘great results.’

Australia Post say brands are missing out on a valuable marketing opportunity, with less than 20 per cent of Australians receiving a product within the last month.

“While Australians love receiving samples in their letterbox, Australian companies aren’t currently capitalising on this opportunity – especially as an overwhelming 93 per cent of Australians would prefer to receive product samples through the mail,” said Australia Post general manager mail products, Mark Pollock.

“These figures suggest that marketers are missing the chance to introduce their brand to a very willing audience.”

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