We’ve heard from a number of brands who develop tech inhouse, which ensures flexibility, but partnering for technology solutions is still the norm. In that vein, Service Management Group (SMG) has announced a new partnership with global beauty products retailer Sally Beauty. The iconic specialty retailer chose SMG for the actionable insights delivered through its technology platform and professional services.
Sally Beauty is a distributor and retailer of salon-quality hair color, hair care, nails, salon, and beauty supplies. With more than 3,700 Sally Beauty stores and 1,300 stores in the Beauty Systems Group network, Sally Beauty services both retail consumers and salon professionals with up to 10,000 products from professional lines and proprietary merchandise.
Seeking to better understand and act on insights garnered from its retail and digital customer journey, Sally Beauty is implementing a customer experience management program. Using SMG VisitView, a location-level CX survey, Sally Beauty is capturing customer feedback across its retail locations through a post-purchase email invitation.
To keep pace with the continued growth of its e-commerce business, 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 SMG PostShip—a post-fulfillment feedback tool—to measure order accuracy, timing, and delivery satisfaction.
With multi-channel feedback data delivered via the smg360 reporting dashboard and mobile app, employees get a view of key customer experience metrics. In addition, store leaders have anytime access to local customer feedback, role-based reporting, and dashboards.
“At the end of the day, it’s about listening to your customers, turning that feedback into actionable insights, and giving your employees the tools they need to make changes,” says SMG Chairman and CEO Andy Fromm. “We’re honored to be working with the team at Sally Beauty, and we look forward to helping them use customer insights to take their business to the next level.”
Sally Beauty’s move should give it valuable data. A majority of marketers surveyed in the 2019 Loyalty Landscape indicated, notably, that they felt they have a wealth, but they face a challenge in using that data. It will, therefore, be interesting to see how the SMG’s platform eventually leads to actions (changes, promotions, etc.) for Sally Beauty.

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