EFMP Irish partners FMI, have launched an innovative new direct-to-consumer business called Sample It.


For the last 25 years FMI has offered direct to consumer services such as in-store product sampling. With the rise of Covid and the increased restrictions that have had to be adhered to in-store, all sampling activity quickly came to a halt. Consumers are now shopping with purpose, either from a list, or by relying on past purchasing habits, with the aim of minimising their time in-store. Yet the demand from brands to get their products sampled and into consumers’ consideration set has remained as important as ever. Sampling is especially important both for brands launching a new product development and for brands trying to launch into the Irish market.

To address this issue FMI has launched Sample It, a new direct-to- consumer business, sending tailored boxes of samples directly to consumers’ homes, allowing them to try before they buy. For brands, Sample It provides an opportunity to get their products into the hands of Irish consumers, to try for free, in the comfort of their own home. 

Unlike in-store product sampling, Sample It has taken a data lead approach. The consumer registration form is very thorough, thus giving tremendous insights into consumer culinary preferences and lifestyle interests. With the growing database Sample It are able to match brands with their intended target audiences, and consumers get to sample brands that are relevant to them, making the probability of purchase that much more likely.

In addition, consumers are required to complete a detailed survey on the free products that they received in order to stay subscribed. This quantitative and qualitative feedback is then collated into a detailed report for the brands whose products featured in the box.

The Sample It boxes will contain a variety of products featuring food, drinks (including alcohol), delicious snacks, baby goods, pet products, beauty wares, household items, and vouchers and coupons driving the path to purchase. Sample It is designed for Irish consumers aged over 18, boxes  are matched to the brands’ target demographic using information which is obtained from the growing database.

Sample It will also be doing lots of promotions and giveaways on Instagram and Facebook to keep our audience engaged and to promote the brands we are working with.

Sample It is a data driven sampling solution that gets products into the hands, homes and hearts of Irish consumers. Get in touch with us at FMI if you would like to book your product into a box.

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