1. Product Trial The way a business persuades customer to try a new product or service. Can also build brand loyalty and repeat purchase

2. Business strategies to encouraging product trial Business strategies to encouraging product trial Advertising Free publicity Free samples User testing Low trial prices Targeting trade buyers

3. But what can a business do to ensure customers keep coming back? Repeat Purchase Ways to get customers to keep buying their products.

4. Business strategies to encouraging Repeat purchases Business strategies to encouraging Repeat purchases Promotion Price Place Product Updating products, extension strategies Ensure available in the right place at the right time Continue to use methods of promotion, advertising, offers, loyalty cards Changing the price of products can increase sales eg special offers. But not if business wants to retain image of prestige

5. Benefits of repeat purchase Builds brand loyalty Cheaper than having to attract new customers (consider constant advertising costs) Maintain high level of sales

6. What might you be asked in the exam? To give examples of methods used to encourage repeat and trail purchase To explain the benefits of gaining repeat purchase HOWEVER IT IS MORE LIKELY THAT YOU WILL BE EXPECTED TO USE THIS KNOWLEDGE WHEN ANSWERING QUESTIONS FROM ANOTHER TOPIC AREA. For example: If you are answering a question about the advantages of a strong brand – you should be able to mention repeat purchase Also if answering a question about the marketing mix, it may be suitable to mention trail purchase if discussing promotion