The Hairdis store in Antwerp, part of their network of 28 stores in Belgium and Luxembourg.
Since 2016, Hairdis has targeted consumers who appreciate a personalised approach with advice from hair and beauty professionals. Via its network of 28 stores and its e-commerce site, Hairdis markets a wide range of products from the biggest brands in cosmetics and hair care to meet the needs of these consumers. The brand offers consumers direct access to a range initially intended for professionals.
Najib Haniche
Marketing Director
Alessandro Russo
Marketing and Communications Director
In this short video, after a first year of using CustoCentrix, Najib Haniche and Alessandro Russo — the two managers in charge of marketing and communication at Hairdis — share their experience and project progress.
Watch the video testimonial
Facilitated data collection.
A tool for updating data and integrating communication with customers.
A database that grew very quickly thanks to the simplicity and speed of data collection for staff.
A high percentage of sales now covered by the loyalty system.
A unique tool for measurement of the ROI of marketing strategies.
The onboarding process for new consumers into our database can be very easily carried out by inserting the identity card into the reader. This avoids any encoding errors that may occur at the checkout.
![The onboarding process for new consumers into our database can be very easily carried out by inserting the identity card into the reader. [b]This avoids any encoding errors that may occur at the checkout.[/b]](/assets/testimonials/hairdis/cashier.jpg "The onboarding process for new consumers into our database can be very easily carried out by inserting the identity card into the reader. [b]This avoids any encoding errors that may occur at the checkout.[/b]")
Some facts and data to illustrate the soundness of these choices and their implementation plan.
+238%
238% growth in the number of members of the CRM programme and email addresses collected on this occasion.
38% > 80%
Increase from 38 to 80% in the value of sales covered by the loyalty system in the most motivated stores.
![Significant increase [b]in the number of omnichannel consumers and e-commerce sales[/b], particularly during the confinement period.](/assets/testimonials/hairdis/growth.svg "Significant increase [b]in the number of omnichannel consumers and e-commerce sales[/b], particularly during the confinement period.")
Significant increase in the number of omnichannel consumers and e-commerce sales, particularly during the confinement period.
Significant increase in the average basket value of existing consumers in the database compared to that of anonymous buyers.
![[b]Interest of brands for the sponsorship of personalised promo campaigns[/b] via co-marketing campaigns.](/assets/testimonials/hairdis/promotion.svg "[b]Interest of brands for the sponsorship of personalised promo campaigns[/b] via co-marketing campaigns.")
Interest of brands for the sponsorship of personalised promo campaigns via co-marketing campaigns.
![[b]Implementation of a “test and learn”[/b] method for measuring the ROI of the marketing/promotional strategies implemented.](/assets/testimonials/hairdis/testandlearn.svg "[b]Implementation of a “test and learn”[/b] method for measuring the ROI of the marketing/promotional strategies implemented.")
Implementation of a “test and learn” method for measuring the ROI of the marketing/promotional strategies implemented.
![Better [b]segmentation[/b] and [b]personalisation of content[/b].](/assets/testimonials/hairdis/segmentation.svg "Better [b]segmentation[/b] and [b]personalisation of content[/b].")
Better segmentation and personalisation of content.
![[b]increased collaboration with suppliers[/b] (brands) in a spirit of co-marketing.](/assets/testimonials/hairdis/partners.svg "[b]increased collaboration with suppliers[/b] (brands) in a spirit of co-marketing.")
increased collaboration with suppliers (brands) in a spirit of co-marketing.
![The use of [b]SMS[/b] and [b]direct mail campaigns[/b] as complementary communication channels to email.](/assets/testimonials/hairdis/smsemail.svg "The use of [b]SMS[/b] and [b]direct mail campaigns[/b] as complementary communication channels to email.")
The use of SMS and direct mail campaigns as complementary communication channels to email.
Below you can find a description of the 9 steps that combine the selection process and the roll out of CustoCentrix.
Firstly, the performance of an audit of the data extracted from the CRM module used by Freedelity. This step made it possible to objectify any actual data quality problems.
The development of advanced integration between Anacom (ERP software and management of the POS system) and CustoCentrix. Within a few weeks, Anacom’s designers learned about the functionalities of the CustoCentrix API, then developed, tested and started to integrate the interfaces between the two solutions.
Cleaning of the historical DB (deduplication, data cleansing, matching with the Freedelity database), reconstitution of historic purchases, loading of corrected data into CustoCentrix. with a focus on the consumers already in the Freedelity file.
Training of Hairdis’ teams in the use of CustoCentrix modules and the roll out of the solution in all points of sale.
Replacement of the email marketing solution previously used by the CustoCentrix marketing automation module.
Coaching point-of-sale teams to accelerate the collection of email addresses and new members.
Email marketing campaigns to support e-commerce sales and develop the channel during the stay-at-home Covid measures in 2021.
Implementation and “automation” (trigger marketing) of the first actions in support of the relational marketing plan (welcome of new members, activation of second sales, customer birthdays, etc.).
Test of a catalogue of different point-of-sale traffic generation activities.
Put an end to incomplete data, numerous duplicates, encoding errors, and remedy the lack of up-to-date data.
Simplify the maintenance of data over time at an affordable cost.
The desire to accelerate the growth in the number of profiles and email addresses in the database and to simplify the implementation of customer relationship activation strategies.
Compliance with GDPR regulations.
The development of a win-win business relationship with brands around consumer insight, their purchasing habits and the implementation of personalised relationship programmes.
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