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Hi, Kevin Coupe here, and this is FaceTime with the Content Guy, coming to you from Portland, Oregon, where I've begun my summer adjunctivity, teaching at Portland State University's business school.

I was walking along Southwest Third the other day, and was sort of hungry. I wasn't thinking specifically about visiting a food truck, but I found myself on that side of the street because I had to choose between the side of the street with the local Scientology headquarters, and the side with the tattoo parlors and strip joints, and I was less threatened by the latter. That also happened to be where the food trucks were...

I probably went by a half dozen of the trucks, and then turned me on until one guy offered me a sample. It was for lamb, and it was so good that I immediately ordered a gyro sandwich.

Go figure. The old truism still works - if something tastes good and smells good, people are a lot more likely to buy it.

The importance of sampling shouldn't be news to anyone, but there still are a lot of retailers out there that really don't do a very good job of it. Maybe they do it a bit, but not with the frequency and alacrity that they should.

That is more important now than ever. If retailers really want to compete with e-commerce providers, and offer something that their digital competitors do not and really cannot, sampling has to be part of the equation. Stores need to smell great, they need to offer food that tastes great, and they have to do their best to make people hungry the moment they walk through the door.

This is a singular advantage. Waste it, and you abandon a major competitive weapon.

That's what is on my mind this Thursday morning, and as always, I want to hear what is on your mind.

KC's View: