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<p>Free sample promotion is a common strategy to initiate customer purchase journeys and drive trials, purchases, and engagement. The relative effectiveness of different channels through which free samples are distributed remains underexplored. Therefore, this study compares the effectiveness of free samples distributed via in-store, direct mail, and online request channels on customer behavior throughout the purchase journey. Drawing on construal level and expectation-disconfirmation theories, we explain how channel distribution processes shape customer expectations and engagement differently. Using a randomized field experiment and tracking customer engagement for 18 months, we analyze the outcomes of free sample acceptance, usage, purchase conversion, and engagement. We find that the online request channel is cost-effective, direct mail drives the strongest long-term engagement, and in-store has limited sustained engagement. These findings provide actionable insights for managers to select sampling channel(s) that benefit in the long run and align with their business goals.</p>

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Where did you receive the free sample? Sustained impact of new product sample distribution on customer purchase journey

  • 期刊论文

  • 发表日期：

    2026年1月8日

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  • Brianna JeeWon Paulich,
  • Anita Pansari,
  • V. Kumar

摘要

Free sample promotion is a common strategy to initiate customer purchase journeys and drive trials, purchases, and engagement. The relative effectiveness of different channels through which free samples are distributed remains underexplored. Therefore, this study compares the effectiveness of free samples distributed via in-store, direct mail, and online request channels on customer behavior throughout the purchase journey. Drawing on construal level and expectation-disconfirmation theories, we explain how channel distribution processes shape customer expectations and engagement differently. Using a randomized field experiment and tracking customer engagement for 18 months, we analyze the outcomes of free sample acceptance, usage, purchase conversion, and engagement. We find that the online request channel is cost-effective, direct mail drives the strongest long-term engagement, and in-store has limited sustained engagement. These findings provide actionable insights for managers to select sampling channel(s) that benefit in the long run and align with their business goals.