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Loyalty program and personalization put a new face on SallyBeauty.com
The retail chain has launched its redesigned e-commerce site with an emphasis on personalized content offered to loyalty program members.
Managing Editor, International Research
Sally Beauty Supply LLC, a chain of more than 2,800 cosmetic stores, has launched a redesigned e-commerce site with an emphasis on personalized content offered to loyalty program members.
“The new SallyBeauty.com includes expanded features and functions, easier navigation and an enhanced online loyalty program,” says president Mike Spinozzi. “One of the significant outcomes of the site redesign is the increase in unique visitors.”
Sally Beauty, which has long operated an information-only site about beauty products, launched a limited e-commerce site a year ago featuring only about 50 of the chain’s more than 6,000 products. The new site carries the entire product line and offers customer-generated product ratings and reviews through vendor Bazaarvoice, new product display, search and navigation, and personalized content for members of the retailer’s Beauty Club Card and holders of its ProCard loyalty card for beauty salon professionals.
The new site, built on Demandware Inc.’s software-as-a-service e-commerce platform, is designed to recognize returning visitors who are registered loyalty club members, and present to them personalized content and navigation panels as well as special pricing. In addition, the new design provides for rotating product banners on the home page to maximize exposure of merchandise offerings without adding clutter, says Richard BenBassett, senior director of e-commerce.
Sally Beauty Supply, a unit of Sally Beauty Holdings Inc., operates more than 2,800 stores in the U.S., Canada, Europe and Japan.