Customer Case Study
How Sally Beauty & CosmoProf Turned Data and Personalization into 21% More Opt-Ins and 12% More App Revenue
Sally Beauty Holdings operates 5,000 stores across North America, Latin America, UK and Europe. In the US, they operate under the brands Sally Beauty and CosmoProf.
Strategic Mobile Experiences Deliver Business Results
11%
average increase in app revenue across both brands
Overview
Today’s beauty shoppers browse, compare, buy and leave product feedback in mobile apps. To meet customers where and when they are most engaged, Sally Beauty Holdings recognized the importance of investing in its mobile app for its Sally Beauty and CosmoProf brands in the U.S. The beauty giant set out to enhance in-app experiences and deliver more tailored content across the customer lifecycle. Their team’s goal was to drive opt-ins and deepen engagement, creating clear value for customers to leverage the Sally Beauty and CosmoProf apps.
Challenge
The team had a big vision for its apps but faced several major hurdles: limited bandwidth, competing roadmap priorities, resource constraints and data accessibility challenges. They needed to reduce reliance on their development and creative resources, while empowering a small but mighty team to operate with speed and agility.
Results
The team’s methodical approach transformed the mobile shopping experience, delivering greater value to app customers. Below is a snapshot of the campaign’s impressive results:
Active users
- Sally Beauty up 7% YOY
- CosmoProf up 16.6% YOY
Opted in Customers
- Sally Beauty up 15.46% YOY
- CosmoProf up 21.47% YOY
App Revenue
- Sally Beauty grew from 12% to 22% of total ecommerce revenue
- CosmoProf grew from 20% to 32% of total ecommerce revenue
“With Airship’s capabilities and support, our team was able to develop and implement a robust cross-channel roadmap that transformed the browsing and shopping experience for Sally Beauty and CosmoProf app customers — all without overextending our resources. We are very excited about the future and look forward to driving more agile innovation together.”
CRM Team
Sally Beauty Holdings
Solution
Optimizing the End-to-End Mobile Experience Transforms the Shopping Experience and Boosts Active Users by 16%
Airship’s Flexible and Hyperpersonalized Platform Offered a Seamless, Phased Rollout
The Sally Beauty and Cosmoprof teams tackled their challenges with a “crawl, walk, jog, run” strategy, progressively advancing their mobile app experience to achieve their business goals. To start, the brand established a foundational cadence of messaging app users to gather benchmarks, while refining customer engagement strategies across push notifications, message center and in-app messaging.
Personalization and Segmentation Drove Tailored Experiences
Sally Beauty and Cosmoprof leveraged first-party data — from names and in-app behavior to shipping preferences and purchase thresholds — to segment customers and deliver targeted, exclusive offers in the Sally Beauty and CosmoProf apps. The team then implemented automated customer journeys across the lifecycle and abandoned cart campaigns, while optimizing performance with copy and image testing. New App Store events aligned app store promotions with exclusive experiences to reinforce the value of in-app shopping and drive customer loyalty.
End-to-End Measurement Fueled Refinement & Expansion
Sally Beauty and Cosmoprof embraced continuous measurement to identify optimization opportunities. This paved the way for an extensive future roadmap, including adding Embedded Content and Scenes to advance key lifecycle goals and gain customer data, to drive more responsive customer journeys and effective campaigns to advance goals.
Let’s Talk
We would love to understand your brand’s top customer experience challenges and explore how we can help. Get in touch today for a conversation and a personalized demo of the Airship Experience Platform.