What Are the Benefits of Trialing a Product?
Companies selling products, and the customers they hope will buy them, can benefit from product trials. Product trials allow customers to test a product or service for a specific period, such as two weeks or one month. People may find product trials through advertisements on TV, in magazines, on the radio or on the Internet. Magazines frequently offer a trial subscription for one month or more so customers can decide if they like the publication enough to subscribe.
Other People Are Reading
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Satisfaction
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Product trials help people ensure they purchase the best goods or services for their lifestyles. They may try new products through a free trial to gain exposure to more of the products on the market. For instance, a customer loyal to one skin-care product might try a new one because of a free trial and find it works better. As customers give feedback to companies about what they liked or didn't like, the company will probably create products that people like more. Ultimately, as companies use product trials and compete against one another to create the best product, customer satisfaction with products will probably increase.
Financial Considerations
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If a customer purchases a product that doesn't meet her expectations, she may not be able to return it, depending on the company's return policy. If subscribing to a publication or service, she may not be able to get a refund after canceling her subscription. She may have to pay for something she didn't feel she could use. Product trials allow customers to save money by ensuring they can use the products or services they purchase.
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Company Benefits
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Companies use product trials to make more sales. Customers may be attracted by free offers, trying products they weren't initially looking for, and then realize they want to buy the products. Product trials also show companies how much demand for their product exists, as they can study what percentage and demographics of customers choose to purchase the product after the trial. Surveys may help them learn what to change about the product as well.
Technology companies should use product trials to learn how to refine their products by making them more user-friendly, Jakki J. Mohr and co-authors say in "Marketing of High-Technology Products and Innovations." Companies should try to survey customers who test the products so they can learn what customers liked or didn't like and adapt products accordingly.
Further Considerations
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Customers should remain aware of how much they spend purchasing products they have trialed, as free trials may lure them into purchasing goods they may not otherwise have purchased. They may actually spend more when continually testing "free" products. Furthermore, customers should be aware that they may need to cancel their subscription to a product when the trial expires, or before that date, or they may be charged for the full service. Free trials often require a customer to provide credit card numbers so the company can bill him after the trial ends, so he should check his bank account to be sure charges don't appear for products he has canceled.
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References
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