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How Kérastase is driving footfall to salons by growing online traffic 52% annually
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
Services
- System Integration
The Challenge
Kérastase, a luxury haircare brand, has traditionally built its distribution through a network of independent hair salons across 75 countries. However, with the advent of its ecommerce store, the brand wanted to continue emphasizing the importance of customers visiting the salons for professional advice on hair care and product usage. The challenge was to leverage their website to drive online traffic to the salons, while showcasing the expertise of the stylists at each location.
About The Customer
Kérastase is a luxury haircare brand that has built its distribution through a select network of independent hair salons – 40,000 across 75 countries. The brand also sells directly to the consumer through its ecommerce store. Kérastase is known for its emphasis on professional advice on hair care and product usage, which it provides through its network of salons. The brand wanted to leverage its website to drive online traffic to these salons, while showcasing the expertise of the stylists at each location.
The Solution
Kérastase chose BRIDGE to help promote the expertise and services of its salon network alongside the brand’s treatments and products offered. Customers can easily locate salons through the Store Locator integrated within the brand’s website. Search filters allow results to be filtered by types of services, enabling customers to select the best location. Each salon is given a dedicated Local Page that highlights salon information, opening hours and more. Photos of the salons and detailed information about in-store services are included to help build a connection between customers and their local Kérastase stockist. These pages help drive organic traffic through search optimized content and enables the pages to rank higher for direct and indirect local search queries. Leveraging the traffic driven to the Local Pages, Kérastase has integrated multiple call-to-actions to measure conversion and enhance the user experience. On mobile, users are able to request an Uber directly from the Local Page to get to the doorstep of the selected salon. Alternatively, users can receive salon coordinates via email or sms, or use the ‘Click to Call’ feature to contact a salon – on the backend Kérastase can track the number of calls made to each salon.
Operational Impact
Quantitative Benefit
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