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Optimizing Marketing Strategy for a Leading Salon Chain

A leading salon chain in the United States wanted to optimize its marketing strategy to improve customer engagement and increase revenue. The client wanted to analyze customer behavior across different channels such as in-store, online, and mobile apps to determine the effectiveness of its marketing campaigns. The objective was to identify the best-performing channels, measure the impact of different promotions and offers, and design effective marketing programs to increase customer loyalty and revenue. Oramalytics was engaged to answer the following questions:

Which channels were most effective in driving customer engagement and revenue?

What promotions and offers had the highest impact on customer behavior and revenue?

How could the client design effective marketing programs to improve customer engagement and revenue?

The team at Oramalytics analyzed customer data across different channels using Tableau to identify patterns and trends in customer behavior. The analysis revealed that customers who made appointments using the mobile app had higher visit frequency and spent more on services than customers who made appointments through other channels. The team also found that promotional offers such as “buy one, get one free” and “20% off on services” had the highest impact on customer behavior and revenue.

Based on these insights, Oramalytics recommended the client to design an exclusive loyalty program for mobile app users, featuring personalized promotions and offers. The program aimed to increase customer engagement and loyalty, driving incremental revenue. The team also suggested a targeted marketing campaign to promote the mobile app and its benefits to customers, resulting in increased adoption and engagement.

The implementation of the recommendations resulted in a 25% increase in customer engagement and revenue across all channels. The loyalty program designed for mobile app users resulted in a 15% increase in customer retention and an 18% increase in incremental revenue. The targeted marketing campaign led to a 10% increase in mobile app adoption and a 20% increase in customer engagement.

Project Highlights:

  • Leading salon chain in the United States.
  • Analyzed customer behavior across different channels to determine the effectiveness of marketing campaigns.
  • Customers who made appointments using the mobile app had higher visit frequency and spent more on services.
  • Exclusive loyalty program designed for mobile app users resulted in a 15% increase in customer retention and an 18% increase in incremental revenue.
  • Targeted marketing campaign led to a 10% increase in mobile app adoption and a 20% increase in customer engagement.