La Roche Posay: A Digital E-Sampling Success Story
📱 Digital Product
July 17, 2021 · Carlos Brandão

La Roche Posay: A Digital E-Sampling Success Story

A few months ago, I brought you a Santa Helena Alimentos success story about an app we built to measure for that company's needs. Now let us talk about this case for La Roche Posay.

When I share this type of post, my intention is to show the infinite potential of technology to make life easier for people and businesses, as well as to enable ever-greater brand reach.

The work that BeC does goes far beyond creating apps, because many times, in order to achieve the desired objective, we need to draw on a variety of tools. This is exactly the case with the project we developed for La Roche Posay, through a partnership with Fluxxo Comunicação.

Eager to know more? Then keep reading!

La Roche Posay: A Reference in Dermo-Cosmetics

As you may already know, La Roche Posay is a company that develops dermo-cosmetic products. It was founded in France in 1928 and has been in the Brazilian market for over 20 years, becoming a reference in this field for both users and healthcare professionals.

Many doctors recommend the brand's products because, in addition to their indisputable quality, the company is committed to promoting initiatives that enable advances and the expansion of knowledge in dermatology, such as the development of clinical studies and the running of training programmes.

The Project

The project was called La Roche Posay Serums and, according to Patricia Barreto, director of Fluxxo, the objective was to promote the brand's serums whilst also enabling consumers to try the products.

This meant that consumers, upon accessing the promotional page, had the opportunity to request product samples, which could either be collected in-store or sent directly to their address.

It was a nationwide campaign, but the company also had a second objective: to map the consumer journey in specific regions. To achieve this, we employed 3 distinct solutions:

Solution 01 – focused on serving customers

We integrated a geolocation tool into the page where the promotion was running. Its function was, based on the postcode entered by the customer, to display the points of sale where they could collect their sample.

Before doing so, this tool automatically checked the stock to avoid situations where a customer might try to collect the product only to find it was no longer available. It also reserved the sample for that specific consumer.

In summary: this solution was designed to help the company manage the promotional sample stock, thereby avoiding customer dissatisfaction with the brand.

Solution 02 – focused on serving points of sale

This was an app whose objective was to monitor the check-in and check-out times of dermo-consultants.

This was important because customers scheduled not only the day but also the time to collect their item in-store. It was therefore essential that these professionals were present at the specific time, as their role was not merely to hand over samples but primarily to identify consumers' needs and deepen the possibilities for engagement between them and the brand.

The tool also enabled the dermo-consultants to log items already delivered and generate reports that allowed managers to monitor the progress of the campaign.

Solution 03 – focused on serving managers

As you might imagine, given that it was a nationwide campaign, there were many collaborators involved, as well as significant investment in samples — in just 18 days, we cleared the entire stock, distributing more than 150,000 samples.

Efficiently tracking the results therefore required a specific tool that could not only provide us with data, but above all, cross-reference information and enable analysis of outcomes.

This was made possible through Power BI, a solution that BeC had already developed but which was customised to meet the specific needs of this project. With it, we were able to monitor in detail aspects such as the effectiveness of the sales teams, sample requests by city and region, the number of orders to be collected in stores versus those to be posted, and much more!

The Process

It was relatively swift, as everything was completed in around 40 days. It is important to emphasise that projects like this are built on an enormous partnership with the client, because the solution, as it is created and tested, goes through transformations aimed at meeting very specific needs. For this reason, having the client evaluate it and guide our focus towards what can be improved is of fundamental importance.

As you can see, it is not always possible to serve a client by presenting just one tool. In this case, in order to achieve a successful project, 3 solutions had to be created and/or customised.

BeC Inteligência and Fluxxo are enormously proud of this project because it became a benchmark case within the L'Oréal Group, opening the door for similar campaigns to be carried out at other companies — such was the positive result achieved.

We, at BeC Inteligência, feel that we fulfilled our role, which is to make technology a tool at the service of companies so that they can optimise their time and be more assertive in their decision-making. That is what we work towards every day.

If you need someone to listen carefully to understand your needs and transform them into successful solutions, get in touch with us now. That is our expertise!

Carlos Brandão
Carlos Brandão
Strategic CTO (Non-Code) · Founder & Advisor · Valencia, Spain

Fixed-scope project from €5k to €50k

Defined scope, fixed price, delivered in 90 days. Real product with a senior Brazilian team supervised by a strategic CTO.

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