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Sally Europe Retail | EMEA SAP Emarsys Customer Engagement
Retail
Sally Beauty is the world's largest retailer of salon-quality hair color, hair care, nails, salon, and beauty supplies. Sally Beauty provides everything you need for salon-quality results at home, and salon professionals the high- quality products they need for their clients.
+43% YOY Increase in email attributed web sales growth +19% ATV Increase in Recommendations Average Total Value +20% Monthly Sales attributed to digital communication
Headquarters United Kingdom
Products Beauty supply retail store chain
Web Site
sallybeauty.co.uk
Business Challenges • In today’s digital world, many companies rely heavily on technology to drive conversions. But there’s an emerging renaissance in conversational marketing • The team at Sally Europe has always believed in using data to determine what the customer wants. But, they struggled to align the right technology that could turn customer data into actionable and predictive insights Customer Benefits • By focusing on the customer, what they truly want, and what needed to change for them to have a best-of-breed experience, Sally Europe was able to leverage conversational marketing and predictive recommendations to increase email-attributed web sales by 43% YoY growth average translation value (ATV) by 19% • Total monthly sales attributed to digital communication channels grew by 20% overall
“Friendship marketing is the concept we’ve been working on for quite a while now – it’s customer-first and having a more conversational approach with customers. The way I always think abou tit is like this: you can understand their transactions, web interactions, call center [touch points], and in-store…but what about what the customer is saying? How do you bring that back into your database and leverage that data to then close the loop?”
Scott Jonsmyth-Clarke Group CRM & Digital Communications Manager Sally Beauty Europe
Read the Success Story
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