Sally Beauty layers omnichannel foundation with BOPIS

Dan Berthiaume
Senior Editor, Technology
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Sally Beauty interior

Sally Beauty Holdings Inc. is rolling out its buy-online-pickup-in-store (BOPIS) program nationwide.

Full implementation of BOPIS is the specialty beauty chain’s latest step in an omnichannel transformation that has also included virtual try-on of cosmetics via mobile app and in-store kiosk, as well as a social influencer program and a revamped mobile app and loyalty offering. 

To deliver on education, Sally Beauty also recently launched DIY University by Sally Beauty as part of its ongoing digital transformation. This education initiative further supports the at-home DIYer with real-life, practical tools to enhance their hair color, hair care and nail routines.  

In February, the company appointed two key digital executives to oversee its drive for a consumer-driven digital environment that operates seamlessly with its stores and supply chain.

"It's more important than ever for retailers like Sally Beauty to build a strong Omni channel presence," said John Goss, president, Sally Beauty. "BOPIS is one of the ways Sally Beauty is working to connect customers' in-store and online experiences, by offering ways to shop that are comparable to big-box retailers, with the added benefit of accessibility."
"Our customers have changed the way they shop and we are constantly looking for new ways to deliver on these needs," said Carolyne Guss, group VP of marketing, Sally Beauty.
Sally Beauty Holdings, which sells and distributes through 5,089 stores, including 179 franchised units, and has operations throughout the U.S., Puerto Rico, Canada, Mexico, Chile, Peru, the U.K., Ireland, Belgium, France, the Netherlands, Spain and Germany.