Sally Beauty finds allure in customer feedback

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Sally Beauty finds allure in customer feedback

By Dan Berthiaume - 07/10/2019
Specialty beauty retailer asks customers for their honest opinions.

Sally Beauty is deploying customer experience solutions from the Service Management Group (SMG) to obtain actionable insights about its customer experience. The retailer is capturing feedback from shoppers at its brick-and-mortar stores with the SMG VisitView location-level customer experience survey tool. VisitView enables Sally Beauty to send a post-purchase email invitation for customers to share their views on their in-store experience.

To measure its online customer experience performance, Sally Beauty is using SMG eTrack to capture feedback from both purchasers and non-purchasers about the online shopping experience, measure satisfaction, and evaluate conversion rates. Following delivery, the retailer is using the SMG PostShip post-fulfillment feedback tool to measure order accuracy, timing and delivery satisfaction.

After collecting customer feedback across channels, Sally Beauty delivers data via the SMG smg360 reporting dashboard and mobile app, which provide a holistic view of key customer experience metrics. The solution also equips store managers with “anytime” access to local customer feedback, role-based reporting, and intuitive dashboards.

Sally Beauty is strengthening its customer analytical capabilities as it ramps up customer experience efforts. The retailer has recently overhauled its e-commerce site to operate as a “mobile first” platform and offer customized product recommendations, and in the past year has revamped its loyalty program and unified its digital and in-store customer experiences.

Sally Beauty operates more than 3,700 Sally Beauty stores and 1,300 stores in the Beauty Systems Group network.