CASE STUDY
Luxy Hair's beauty eCommerce transformation
How Luxy Hair boosted order values by 136%
The beauty eCommerce challenge
Bringing the salon experience online
Luxy Hair understands that beauty purchases are deeply personal and emotional. Yet, traditional eCommerce often falls short in providing the personalized guidance and expert advice customers crave.
The challenge was clear: how to bridge the gap between a static online store and the dynamic, personalized experience of a salon.
Luxy Hair faced the unique hurdles of the beauty sector, including:
- Replicating the salon experience online
- Offering expert consultations for complex hair needs
- Building trust in online beauty purchases
- Reaching a wider audience who might be intimidated by standard online shopping
The art of the personalized beauty experience
Driven by the need for personalized experiences in the evolving eCommerce landscape, Luxy Hair adopted Tulip's Online Assisted Selling (OAS).
Tulip OAS lets eCommerce shoppers connect with a real live associate one-on-one through SMS. The associate can help the customer with any product questions, recommendations, and can create digital lookbooks on a personalized recommendation page, with their curated items on that page. The customer can then add these items to their cart and complete the purchase. Past conversations and information acquired on the customer is then stored to help simply and personalize future interactions with that customer.
Effectively, Tulip OAS allowed Luxy Hair to replicate the high-touch salon experience online.
Luxy Hair's radiant results with Tulip OAS
Luxy Hair set off on their OAS journey with a simple aspiration: to enhance their online shopping experience. They didn't set rigid goals or predetermined metrics, entering with an open mind and a desire to better connect with their customers.
The results were not just beautiful; they were transformative:
- Luxy Hair rapidly generated 250-300 online consultations per week
- eCommerce customers who engage in an online consultation have a 136% higher average order value than those who don't
What’s more, customer feedback gathered directly through OAS interactions became a staple resource for Luxy Hair's product development and market research. This feedback revealed specific product needs, particularly among customers with specialized requirements. This not only improved their existing products but also expanded their market reach.
Luxy Hair discovered that OAS wasn't just a tool; it was a catalyst for building a thriving beauty community, where customers felt understood and supported.
The Takeaway
Luxy Hair's success stemmed from a dedicated focus on expert consultants and personalized advice. They mastered the art of replicating the salon experience online and fostered genuine connections with their customers. They also got the added bonus of more customer data, which helped improve their product offering.
Luxy Hair's ability to build trust and confidence through personalized interactions, create an emotional connection with their audience, and replicate the salon experience online.
About
Tulip is the world’s largest cloud-based retail customer engagement platform provider, with best-in-class Clienteling and POS capabilities that let retailers realize the full potential of omnichannel commerce. The world’s most iconic retailers like David Yurman, Versace, Jimmy Choo, Mulberry, Saks Fifth Avenue, Ferragamo, COACH, and Michael Kors use Tulip to modernize the shopping experience, creating personalized shopping journeys that increase sales and improve customer loyalty across channels. Tulip enables retailers to build deeply personal connections with customers, fulfill orders, closeout purchases, and maximize store associate productivity and performance.
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