Sally Salon Services

The store, which offers services and 1000s of products to hair and beauty professionals, wanted better insight to enable them to reach ambitious growth targets.

The Challenge

Sally Salon Services, a retail store group for hair and beauty professionals, was keen to better engage with customers to enable business growth and increase profit. They were looking for a solution that would drive acquisition, help develop and nurture customer relationships and retain customers long-term.

Our Approach

Through analysing the selling and buying process, and using our SCV database, Blueberry Wave identified key CRM improvements.

To understand the selling process we carried out extensive stakeholder interviews, visited stores and audited the online journey. We also looked at how customers wanted to buy – looking at brand perceptions and consumer attitudes towards communications, purchase drivers and other shopping destinations.

The Results

30 improvements in marketing and operations were identified – an example being that customers now receive their welcome packs and trade cards immediately, rather than six weeks after their application.

There’s also been a 16% increase in sign ups, a 1% sales margin increase, and 23% more customers now make a second purchase within 10 weeks of sign-up.

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16% increase in sign-ups


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