As the business landscape evolves with technological advancements, companies in various sectors must leverage digital tools to optimise their operations and improve customer experiences. A good example is the hairdressing and beauty industry, a retail sector traditionally seen as ‘hands-on’ and personal, now increasingly recognising the potential of using digital solutions.
Our case study is about implementing Marketing Cloud in a well-known hairdressing company. With customers as diverse as the range of services, the company sought a digital solution to personalise and streamline its marketing efforts by providing a unified, scalable platform that nurtures customer relationships, increases brand recognition, and facilitates business growth.
This case study illustrates the transformative power of Marketing Cloud adoption in a sector as personal and customer-centric as hairdressing.
Provalliance Poland is a leader on the hairdressing market. The company manages many salons, including Jean Louis David, Franck Provost and Lovely Look. It has been present in Poland for 20 years and runs about 73 hair salons.
The Provalliance Group operates in 35 countries across 5 continents. Globally, the company manages over 3.500 salons. In its portfolio, you can find 17 brands. The different brands attract 36 million clients every year.
Provalliance sought a coherent solution to manage marketing and transactional communication with customers and launch a loyalty program for existing customers.
- The client had already implemented the Salesforce CRM system, resulting from the need for holistic control over booking appointments in salons and tracking the contact history with each client.
The primary goal of the implementation was delivering a single tool for marketing automation that would allow consistent and effective communication with the customers through two channels: e-mail and SMS. Other goals were efficient customer journey management and loyalty program management.
The situation Craftware met was an assortment of suppliers, various tools and external agencies. The implemented tool was to ultimately reduce the number of entities and properly integrate with the existing architecture.
The best solution that meets the Provalliance’s needs is Salesforce Marketing Cloud.
- It has been fully integrated with CRM and customer loyalty programs.
- Marketing automation was introduced, and the management of transactional and marketing channels was combined.
- The ability to run all campaigns following the customer’s planned paths has been ensured.
- In addition, the client gained access to the entire history of contact with the clients and a 360-degree view.
As planned, the software architecture was simplified, and the number of suppliers was reduced.
Currently, Salesforce is a data and processes base in which everything associated with customers is embedded:
- The web-based booking form and the customer panel function are plugged into Salesforce.
- The mobile app with the reservation option is connected to Salesforce.
- The voice chatbot works as an automatic call centre outside the consultants’ working hours — it sends data to and from Salesforce.
Customer segmentation and personalisation: Marketing Cloud allows the company to categorise its customers based on various factors, such as their location, favourite services, or how often they book appointments. This enables personalised marketing messages, thus improving the customer experience and increasing the likelihood of repeat customs.
Marketing Automation: many repetitive tasks can be automated, such as reminders for appointments, notifications about special offers, and greetings for birthdays or anniversaries.
Integrated Marketing Campaigns: Marketing Cloud makes it easy to integrate various marketing channels, like email, social media, SMS, push notifications, and more. This ensures consistent messaging across all platforms, which can increase brand recognition and customer engagement.
Analytics and Reporting: the company can monitor the performance of marketing campaigns in real time and measure customer engagement. The data-driven approach allows for better decision-making and optimisation of marketing campaigns.
Customer Journey Mapping: the solution can map out each customer’s journey, enabling the company to identify key touchpoints, enhance customer experiences, and predict future behaviours. For example, if a customer tends to get a haircut every two months, the system could automatically send a reminder or offer a discount just before their next expected appointment.
Scalability: the Marketing Cloud solution is easily scalable, which benefits a growing business. If the company decides to open more salons, the marketing efforts can be scaled up to accommodate this growth without significant additional investment.
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🔹 Thanks to the implementation of Marketing Cloud, it was possible to improve customer experience and increase brand recognition among customers.
🔹 The implementation of Salesforce helped to keep a continuous increase in Provalliance turnover in the same hair salons.
