Unilever Looks to Marry In-Store Sampling With E-commerce

Program targets Coastal.com and Beyond The Rack customers

Unilever is trying to take the idea of free product sampling normally seen in store aisles and apply it to ecommerce. For Tresemmé, Nexus, Dove Hair, Clear Dove's Men and Dove's Men, the Englewood Cliffs, N.J.-based firm is placing samples for those hair care brands in shipments going out to customers for Coastal.com and Beyond The Rack, among other e-commerce players.

Partnering with marketing firm Exact Media, it's the first time that Pinky Tang, assistant brand manager at Unilever, and her team have worked with online retailers in a targeted manner to put its brands in boxes going out to North American homes.

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