Sir, The growth of the convenience sector means increasing numbers of brands are focusing their marketing in this area. While retail media and basic field marketing have been available to them in smaller environments for some time, sampling has remained something for the bigger multiples. However, this is changing and we have been helping big brands such as Unilever deliver sampling and demonstration campaigns that drive effective consumer engagements across the convenience sector.

Clearly these stores have limited space, so brands and agencies have to think in a different way about how sampling works. It may be difficult to do a hot food demonstration in a Tesco Metro, for example, but you could hand out vouchers and coupons instead, or for other campaigns usherette trays can replace sampling tables. The point is a little creativity and innovation can help overcome space restriction and lead to successful activity.

David Norbury, CEO, REL