Sample customers convert at a far higher rate, leading to a significant decrease in the CaC vs existing benchmark at U Beauty.
94% of shoppers converting to a sample purchase are first-time customers to the brand. And the new customers are incremental, measured by a higher conversion rate on the eComm store.
Sample customers convert to making a full size purchase 40% of the time. Additionally, there are minimal returns of the full size items because the customer has already sampled the product. This compares to a traditional brick and mortar sampling conversion rate of <1%.
Sample customers are just as profitable as customers purchasing a full size first. U Beauty and Blackcart compared the sample customer cohorts net sales lifetime value vs acquisition cost to the ‘full size first’ customer cohorts.