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01/15/2021

Sally Beauty sallies forth with omnichannel commerce using the cloud

Dan Berthiaume
Senior Editor, Technology
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Sally Beauty Holdings has partnered with Salesforce to implement cloud-based omnichannel enhancements in response to the COVID-19 pandemic.

As stores closed and customers prioritized health and safety in response to the pandemic, DIY hair color and care gained popularity, leading to a surge in beauty supply demand. In response, Sally Beauty quickly launched new digital shopping options, educational experiences and support for its customers. 

In addition to buy-online-pickup-in-store (BOPIS) and ship-from-store capabilities available at Sally Beauty, and same-day delivery available at its Cosmo Prof professional product banner, the company also launched curbside pickup for both brands.

Sally Beauty Holdings is powering these and other connected shopping experiences with several cloud-based Salesforce modules. The retailer scaled its online store on Salesforce Commerce Cloud to accommodate the unprecedented surge in demand from both consumers and its professional stylist customers by launching new shopping options and helping distributor sales consultants transition to virtual consulting online and on social media. 

Utilizing IBM Sterling Order Management integrated with Salesforce Commerce Cloud, Sally Beauty obtains real-time visibility over store inventory to prevent customers from purchasing out-of-stock items and send notifications when online products are ready for in-store pickup. 

And leveraging Salesforce Marketing Cloud, the retailer stayed connected with customers through social media and email to provide updates around store statuses, curbside pickup, alternative shopping options, and inventory. With the integration of Commerce Cloud and Marketing Cloud, customers received targeted emails based on purchase behaviors and interests, with content and education focused on their DIY needs.

To handle a spike in customer service requests, Sally Beauty also launched service bots on its website, which improved customer experience by optimizing 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 Mary Beth Edwards, senior VP, CIO & CTO, Sally Beauty. "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 Inc. operates more than 5,000 stores, including 143 franchised locations.