Sally Beauty Holdings Inc. is redesigning its e-commerce website for the modern, connected shopper.
Website upgrades include a new “Shop by Solution” feature where consumers receive customized solutions based on their specific needs such as anti-frizz, repair and color protection. Customized product recommendations allow consumers to find what they need for their own needs. The new site also features a one-stop portal for all brand offers and deals to streamline online shopping.
In addition, Sally Beauty’s upgraded site offers a “mobile-first” customer experience, meaning it was initially programmed for mobile platforms and then modified for desktop and other platforms. Mobile-first features include the addition of Apple Pay as a new method of payment, as well as the ability to directly shop from Sally Beauty’s Instagram feed. Consumers also have access to new educational resources, such as how-to videos for at-home hair coloring.
Sally Beauty also upgraded features aimed at its industry professional clientele, including a personalized site experience, exclusive access to educational content, and special targeted offers. Industry professionals can create an account on the Sally Beauty website to gain access to these exclusive features and offers.
“Sally Beauty is well-known for our pro-heritage, and we want all of our guests to be able to tap with confidence into that expertise, education and support, whether online or through our thousands of stores,” said Chris Kobus, group VP of digital and marketing, Sally Beauty.
“Sally Beauty prides itself in providing professional-grade products for all needs, and our evolving digital commerce capabilities will allow consumers to achieve beautiful results on their own terms,” said Aaron Alt, president of Sally Beauty. “This is an important step in our transformation plan.”
The next phase of Sally Beauty’s digital transformation plan will include the launch of a new mobile app. The retailer began its digital transformation process in September 2018 by partnering with IBM to transition to the Salesforce Commerce Cloud Storefront Reference Architecture, enabling it to integrate commerce, marketing, and customer service to support the delivery of seamless, connected customer experiences.