The platform leverages data insights to provide a personalized shopping experience. Product recommendations are tailored to unique needs and preferences, a concierge service assists in real-time, and a members rewards program offers exclusive deals. “We established SALONORY to become the go-to place for haircare professionals in the U.S. Clients trust their stylists to help them look and feel their best. In turn, our customers are searching for brands they can trust to bring their business to the next level. SALONORY allows us to build long-lasting, trusted relationships between buyer and seller,” explains Tanuja.
“What makes the multi-brand platform a unique place for relationship-building for the professional haircare industry are the experiences that bring customers and brands closer together,” says Tanuja. One of these experiences are so-called live shopping events.
Livestream shopping – or live shopping – first became popular in China, the country with the largest number of online shoppers in the world. An influencer or celebrity goes live on a social media app and demonstrates, tests, and rates products for followers and audiences. Paired with exclusive promotions and money-saving-opportunities for the viewers, the event encourages increased purchases while watching the livestream. Sometimes additional elements of gamification are thrown into the mix to heighten the experience and foster viewer participation. In recent years brands, starting with Amazon, started shifting to hosting the events themselves to control the experience and link it closer to their online stores.
To leverage this trend, SALONORY hosts regular live shopping events, that give salon professionals and stylists the opportunity to see products being put to the test. They can ask questions as they watch the product perform and decide in the moment to benefit from special offers to purchase the products or win gift cards in surprise live giveaways.
Building an e-commerce ecosystem: How D2C creates a competitive edge for companies
The decision to sell directly to consumers or customers (D2C) holds implications for manufacturing companies that go beyond the mere choice of the right sales channel. “When you go the D2C route, you are responsible for the complete end-to-end solution: from production and packaging to logistics, shipping, and after sales services,” says Mark Kretschmann, Global Head of B2B e-shops for Beauty Care Professional at Henkel dx. D2C requires a holistic approach. Therefore, a cross-functional project team within Henkel worked closely over the course of one year to bring SALONORY to life. “The online shopping world is complex and changing by the minute,” explains Mark. “That’s why we chose an agile project set-up to be able to react and adapt quickly to changes and anticipate trends.”
What did not change, however, was the guiding principle and strategic approach: Putting customers first. “When we designed SALONORY, we put ourselves in the shoes of hairdressers. What is it they need? What are they looking for? That is how we originally started and are continuing to build on our digital offers: Not by choosing the right technology first but by defining the desired experience we want to offer,” adds Nils.