July 30, 2008, 12:00 AM

Retail chain Sally Beauty Supply puts a new pretty face online

The cosmetics retailer, with more than 2,000 stores, will offer its first full-blown retail e-commerce site in time for the 2008 holiday shopping season on the Demandware platform.

With more than 2,000 stores, Sally Beauty Supply is ready for a new way to face its customers. The cosmetics retail chain will present its first full-blown e-commerce site in time for the 2008 holiday shopping season.

In a move to attract younger customers, Sally Beauty launched a preliminary e-commerce site in October 2007 with only a fraction of the more than 6,000 products sold through its stores, says Richard BenBassett, senior director of e-commerce.

The goal for this holiday season is to offer more than 5,000 products online, including some exclusive items that won’t be sold in stores, BenBassett says. Currently, the site features only 400 products. “Our big focus right now is to get our entire assortment online prior to the holiday season,” he says.

That entails building product detail pages and changes in site navigation and design to make the site more user-friendly, BenBassett says. The site also launched product ratings and reviews this spring using Bazaarvoice technology. “The entire look and feel of the site will change,” he says.

Sally Beauty launched the e-commerce site using the Demandware software-as-a-service e-commerce platform. “It’s been a very seamless transition to go from an information site to an e-commerce site due to the fact we were able to partner with Demandware,” BenBassett says. “The usability and features Demandware had simplified the process of us expanding our SKUs online.”

paul@verticalwebmedia.com

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