Creating a taste for stationary POS’s again. Amusingly enough, in-store tastings are a good fit. A well-matured ham from the Italian provinces over here, biscuits with double-chocolate filling over there – the two will meet in the shopping cart before long. But also in principle: Free samples have an effect no matter what they are. They attract customers and get them to buy. “It’s because they awaken a need, or bring it back to awareness”, says Dan Ariely, behavioural researcher at Duke University in North Carolina. To stay with the example of the chocolate bikkies: When I’m nibbling on a biscuit, it occurs to me how good it is and that I actually want more of something sweet. A study in the British Food Journal (“An empirical investigation of in‐store sampling promotions“) showed that 75 per cent of all customers accept a free sample when it is offered to them. And: If they were already thinking about buying a product in this category, they will more likely take the brand they just sampled home with them. This has a lot to do with the interaction and personal contact that the customer has with the staff or promoter. As always, the social component is the main advantage of offline retail compared to web shops.