Sally Beauty Scaling CX Capabilities As Digital Needs Grow

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Sally Beauty Scaling CX Capabilities As Digital Needs Grow

01/20/2021

Sally Beauty Holdings has teamed with Salesforce to improve its customer experience capabilities.

The retailer seeks to address the increasing needs for DIY hair care that’s arisen as a result of salon closures. Sally Beauty Holdings, comprised of the Sally Beauty Supply and Cosmo Prof businesses, has responded to the new market challenges by scaling its e-commerce platforms and developing new consumer engagement techniques.

In partnering with Salesforce, Sally Beauty Holdings has scaled its online store via the solution provider’s Commerce Cloud. It also connects with consumers through email and social media via Salesforce’s Marketing Cloud technology.

To handle the spike in customer service requests, Sally Beauty Holdings also launched service bots on its website using Service Cloud, enabling it to optimize the customer service team's response time.

"Working with Salesforce allowed us to keep up with the surge in online demand for salon-quality DIY beauty products and resources by leveraging our stores' inventory, while also maintaining opportunities for our store associates to continue working during this difficult time," said Sally Beauty’s Mary Beth Edwards, who was named SVP, CIO and chief transformation officer in November. "We look forward to launching additional digital innovations for our customers and salon professionals as we continue to navigate the pandemic and adapt in 2021." 

Sally Beauty Holdings operates more than 5,000 stores, including 143 franchised locations.

More on Customer Experience

While the retail industry anticipates a turnaround in 2021, customer satisfaction is not heading in the right direction.

A trio of independent retailers are taking steps to make their merchandising and marketing more data-driven through the use of artificial intelligence.  

There’s been a lot of attention on the shift to e-commerce in 2020, but much of that was really a shift to omnichannel commerce driven by customers ordering online for in-store or curbside pickup.