Getting Thai shoppers to try a new product
Short answer: Choose by what is missing. If nobody is talking about it, seed creators. If you need real trial in a narrow target group, sample at events or offices. If you want people to pay to try before buying a full pack, sell a trial kit on TikTok Shop. If the product is already on shelf, pair it as a gift with a stronger seller. Each route is measured differently, so set the metric before you hand anything out, or all you'll know is how many samples went out.
Four routes compared
| Route | Suits | Measure | Watch out for |
|---|---|---|---|
| Seeding creators | No one is talking about the product yet | Videos created, where-to-buy comments | Creators may not post unless agreed |
| Events or offices | A clear target group, such as office workers in one district | Sales in nearby stores versus control stores | Staff and venue costs; some locations need permission |
| Trial kit on TikTok Shop | You want people to pay to try | Repeat orders from trial-kit buyers | The kit price mustn't make the shelf price look expensive |
| Gift with purchase | You already have a strong seller | New product's sales after the promotion ends | Must follow the store's promotion rules |
Decide before sampling
- Where will people buy after trying it? If the answer is the store, stock must be there first.
- When will you measure? Sales rarely move immediately after sampling; set the reading window in advance.
- Does the sample show the name and where to buy? If it's a plain sachet with no Thai name, people who like it can't find it.
Why free samples alone aren't enough
Sampling creates the first try, but store sales come from repeat purchases. Without a reminder afterwards, such as a video saying where to find it, the effect usually disappears with the last sample.
Limits
- Cost per sample isn't given here; it varies widely by product and location.
- Sampling in public places or inside stores is subject to the owner's rules. Check first.
- If a prize draw is added, a lucky-draw licence may be needed.
FAQ
How many creators should we seed? It depends on budget and goal. Start with a group small enough to read results, then expand only the content angles that worked.
Can we sample in front of a 7-Eleven? Only with permission under the store's and property owner's rules. Go through the buyer or your distributor.
Does Flowup plan sampling? Flowup is a 7-Eleven growth company that runs TikTok alongside the store, and plans sampling so it can be measured in sales.
Sources
- Discounts that don't create trial: https://www.flowupth.com/en/insights/discount-without-trial
- Do you need a permit for a lucky draw: https://www.flowupth.com/en/insights/lucky-draw-promotion-rules
- Test stores versus control stores: https://www.flowupth.com/en/insights/test-vs-control-stores
Related guide: Listed in 7-Eleven Thailand but Not Selling?
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
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