Campaigns powered by SoPost are integrated to brands’ communication environments through a multitude of digital channels, like social media, EDMs, influencers, the SoPost testing community – and there are also several integration possibilities on websites. Every targeted consumer is invited to interact with the SoPost form by providing their contact details and consent in a 100% customized brand world.
“Once the product has been received and tested, every consumer is invited to share their feedback. We suggest leaving a comment and note, or they can fill in a questionnaire that is tailor-made with the brand to get both quantitative and qualitative insights. 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 involving a redirection to the website, e-shop, or retailer web page in order to invite consumers to purchase the real size product.
Data and consent
“There are two types of data. When the contact details required for shipping are provided, the brand also offers consumers an opt-in option. If they agree, their personal data will later be used by the brand for marketing communication/CRM purposes. This consent is optional, but we have found out that on average, almost 50% of the 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 behavioural or contextual data. SoPost’s positioning has always involved absolute transparency with consumers in perfect line with the regulations in force,” adds Hélène Tournesac.
The solution is actually adapted to regulatory constraints, which vary from one market to another. “In Germany, for example, double consent is mandatory. The form includes a first consent, and then we send an email to consumers for them to confirm 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 its main markets, the UK and the US, to focus on new European and global territories, including France and Germany – they have worked on it for almost a year – and even Australia, where an office will soon open. By setting up local teams, SoPost aims to better stick to each country’s own cultural features and to the various regulatory constraints on data management and routing in order to ensure execution optimization.
“It is important to adapt to local cultures, in particular to language, and to be familiar with every country’s legal framework. Each feature requires a perfectly adapted digital solution. As for routing, by developing close relationships with our local logistics centres, we get familiar with regulations on packaging, labelling, and shipping. It is essential, because there are different prerequisites when it comes to shipping samples. Lastly, our strength lies in our ability to be operational on multiple markets, so we can coordinate and harmonize operations for the same brand on the global level,” says the Director.
A multidimensional solution
As such, the SoPost e-sampling solution helps fulfil several brand objectives: implement a global marketing strategy, exert influence on the brand’s reputation, develop an audience, increase sales, and collect data for marketing purposes.
“We help our customers choose and activate the digital environments best-adapted to their own strategy to target relevant audiences depending on their communication plans and objectives. Our solution offers a sampling journey from A to Z, both online and offline. We aim to create a rich, flawless consumer experience. With our solution, we mainly work on targeted sample distribution, 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.