Beauty market

SoPost seeks to adapt sampling campaigns to the specificities of each market

Campaigns powered by SoPost are integrated into brand communication environments through a multitude of digital channels, such as social media, EDM, influencers, the SoPost test community – and there are also several possibilities for integration on websites . Each targeted consumer is invited to interact with the SoPost form by providing their contact details and consent in a 100% personalized brand universe.

Once the product has been received and tested, each consumer is invited to give their opinion. We suggest leaving a comment and a rating, or they can fill out a personalized questionnaire with the brand to obtain quantitative and qualitative information. The campaign is part of a communication journey with consumers, before, during and after product testing,explains Hélène Tournesac, Director of SoPost partnerships in France.

The solution also guarantees a last step of redirection to the website, e-shop or merchant web page in order to to invite consumers to buy the product in full size.

Data and Consent

All data collected by SoPost belongs to the brand. SoPost only deals with collection and processing issues.

There are two types of data. When the necessary shipping details are provided, the brand also offers consumers an opt-in option. If they consent, their personal data will then be used by the brand for marketing/CRM communication purposes. This consent is optional, but we have found that on average almost 50% of people who order the sample give their consent,” says the director.

We do not collect data indirectly: we always work with voluntary declarative data and never use behavioral or contextual data. SoPost’s positioning has always consisted of absolute transparency vis-à-vis consumers in perfect harmony with the regulations in force,adds Hélène Tournesac.

The solution is actually adapted to regulatory constraints, which vary from market to market. “In Germany, for example, dual consent is mandatory. The form includes an initial consent, then we send an email to consumers to confirm that they agree to provide the brand with their contact details,explains Hélène Tournesac.

A campaign adapted to local specificities

Founded in Newcastle ten years ago, the company is now expanding outside of its main markets, the UK and the WEto focus on new European and global territories, including France and Germany – they worked there for almost a year – and even Australia, where an office will open soon. By setting up local teams, SoPost aims to better stick to the cultural particularities specific to each country and to the various regulatory constraints of data management and routing in order to ensure optimized execution.

It is important to adapt to local cultures, especially the language, and to know the legal framework of each country. Each functionality requires a perfectly adapted digital solution. As for routing, by developing close relationships with our local logistics centers, we familiarize ourselves with packaging, labeling and shipping regulations. This is essential, as there are different prerequisites for shipping samples. Finally, our strength lies in our ability to be operational in multiple markets, which allows us to coordinate and harmonize the operations of the same brand on a global level,” says the director.

A multidimensional solution

As such, the SoPost e-sampling solution makes it possible to meet several brand objectives: implementing a global marketing strategy, influencing brand awareness, developing an audience, increasing sales and collecting data for marketing purposes.

We help our clients choose and activate the digital environments best suited to their own strategy to target relevant audiences according to their communication plans and objectives. Our solution offers a sample journey from A to Z, online and offline. We aim to create a rich and seamless customer experience. With our solution, we mainly work on the targeted distribution of samples, so we streamline volumes and distribution, but we also set up the journey and collect feedback. Targeted sampling has become crucial for brands,concludes Hélène Tournesac.