Sally Salon Services

Sally, the multi-channel retailer offers services and 1,000s of products to hair and beauty professionals, wanted better insight to enable them to reach ambitious growth targets.

The Challenge

Sally Salon Services Ltd, a multi-channel retailer 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 enable increased acquisition, help develop and nurture customer relationships and reduce overall customer churn.

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 physical Welcome Packs were introduced in store for immediate distribution.

Working with the Sally Marketing team, results included 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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