What would you do for a FREE £7.50 bottle of wine?

Would you be prepared to write 15 words saying why you DISLIKE the wine and then mail it in?….Because surprisingly, the typical British consumer wouldn’t. A shocking fact indeed!

In fact the typical British consumer is 8 times more likely to write and mail in 15 words if they are allowed to write something positive about the product.

And this doesn’t just apply to wine. It applies to any brand.

So what does this mean for the redemption rates and associated costs of running a TRY ME FREE?

It means whilst a TRY ME FREE headline remains one of the strongest for on-shelf standout and sales uplift, it can achieve all that for a much smaller cost if you ask the consumer to write what they DISLIKE about a product in order to claim their full refund. In fact this approach will cost 95% less than simply asking the consumer to mail in a receipt.

The massive difference in costs (and redemption rates) for what is effectively the same headline can be seen here:



These costs will of course differ depending on the RRP of your product and the amount you choose to advertise the promotion, but essentially the promotion becomes more expensive the fewer hoops you put into the claim process.

Umbrella can advise you of the right balance and work through likely redemption rates with you. We’ll even cap your costs so you have no sleepless nights worrying about a freak redemption rate.


1 2066