Asda, the UK supermarket giant, has initiated a trial of an innovative automated free sample vending machine, marking a significant shift in how shoppers can access product samples in-store. This "first to market innovation" is currently being tested at a single location, with the goal of revolutionising traditional in-store sampling methods. The pilot programme allows eligible customers to receive single-portion branded samples by validating their identity through the supermarket’s loyalty application. The initiative is designed to help brands engage with customers through digital content and product trials, potentially boosting sales for participating partners.
The pilot is currently exclusive to the Asda store in Pilsworth, Bury. Shoppers at this specific branch can access the vending machine to try newly launched products from branded partners. The supermarket has positioned this as a modern alternative to manual sampling events, aiming to provide a more dynamic and consistent customer experience.
How the Sampling Process Works
Accessing free samples via the machine is a digital-first process that requires specific preparation. To use the vending machine, customers must be registered users of the Asda Rewards app.
- Prerequisites: Shoppers need to have the Asda Rewards app installed on their smartphone. They must ensure their unique QR code or ID is ready to display within the app.
- Location: The machine is located inside the participating Asda store. In-store signage is used to guide customers to the specific location within the Pilsworth store.
- Validation: Upon approaching the machine, the user must scan their Asda Rewards ID using the machine's scanner.
- On-Screen Confirmation: After scanning, the customer is presented with product information on the machine's digital screen. This display includes ingredient lists and allergen details, which the user must confirm before proceeding.
- Dispensing: Once validation is complete and on-screen confirmations are acknowledged, the machine dispenses the sample.
- Usage Limits: The system imposes limits on how many samples can be claimed. These limits are displayed on the screen and typically restrict users to one sample per eligible member per campaign.
To ensure a smooth transaction, users are advised to keep the Asda Rewards app open and ensure camera permissions are enabled for fast scanning.
Participating Brands and Products
The trial is supported by Asda’s retail media arm, LS Eleven Media Services. This division assists brands in engaging customers with dynamic content and product trials. While the product selection is expected to rotate as the trial progresses, the initial brand partner has been identified.
- Initial Product: The first brand testing the machine is Müller, which is offering shoppers free samples of its Frijj milkshake.
- Campaign Variability: The specific items available are subject to change depending on the active campaign. The machine is designed to showcase various newly launched products from branded partners over time.
Strategic Context and Industry Implications
This move by Asda comes as the grocer looks to revive sales performance and compete with rivals such as Tesco, Morrisons, and Sainsbury's. The concept of automated sampling is not entirely new globally; similar machines have been used in US supermarkets by companies like Freeosk for several years. Data from the US market suggests this approach can be effective, with Freeosk’s machines reportedly showing a 50% increase in sales post-campaign.
The integration of digital screens within the vending machine allows for the display of dynamic content, providing brands with an opportunity to showcase products beyond just the physical sample. LS Eleven Media Services manages the programme, offering brands campaign management and post-campaign reporting.
For suppliers in appropriate categories, the trial represents a new avenue for product distribution. Industry commentary suggests that it is key for suppliers to ensure they have access to these sampling machines to reach consumers directly at the point of sale.
Current Status and Availability
As of the latest reports, the automated free sample vending machine is strictly a trial programme.
- Pilot Location: Pilsworth store in Bury.
- Format: Automated digital sampling machine.
- Access Method: Scanning of Asda Rewards ID.
- Management: LS Eleven Media Services (Asda's retail media arm).
The trial is currently the only instance of this technology being deployed by Asda. There is no information regarding a wider rollout to other stores at this time, suggesting the retailer is evaluating the pilot's success before making further decisions.
Conclusion
Asda's trial of an automated free sample vending machine in Bury represents a digital evolution of in-store sampling. By leveraging the Asda Rewards app, the supermarket provides a contactless, self-service method for customers to try new branded products, specifically Müller's Frijj milkshake during the initial phase. The initiative, managed by LS Eleven Media Services, aims to drive customer engagement and sales for brand partners. While currently limited to the Pilsworth store, the pilot reflects a broader industry trend toward automated, data-driven sampling solutions. Consumers wishing to participate must currently be near Bury and possess an active Asda Rewards app account.