Sally Salon Services, the UK distributor of professional hair and beauty products, has appointed Cotswold data agency The Blueberry Wave (TBW) to develop, build and manage an online sales and marketing reporting platform.
Operating across 250 stores in the UK under both the Salon Services and Sally brand names, the company serves the professional sector as well as catering for retail customers. It also operates Beauty Express, a specialist brand serving the professional beauty industry, via a catalogue and online offer.
Following on from TBW's completion of Sally Salon Services’ single customer view database project, it was then asked to provide sales and marketing users with a powerful but simple-to-use suite of key performance and insight reports aimed at driving tactical and strategic decisions based on customer purchase behaviour.
In addition Sally Salon Services saw an opportunity to commercialise the reporting platform by extending the user base to its key suppliers through a self-serve, paid-for subscription service.
Alan Revitt, commercial and marketing director at Sally Salon Sally Salon Services said: “We chose The Blueberry Wave because of its SCV database solution and its proven experience of delivering a similar reporting platform ‘As a Service’ to a major high street retailer.”
TBW was able to leverage its existing knowledge and expertise of its Powered by QlikView application and retail and insight expertise, to design and implement a suit of interactive and graphically rich reports including SKU level analysis of:
- Market penetration
- Sales performance
- Associative purchase (basket analysis)
- Trial and repeat purchase
- Switching behaviour
- Brand loyalty
- Cross purchase
Given the significant data volumes involved with the project, TBW built a data model and exploited QlikView’s in-memory processing capability to deliver results securely through a web browser interface in a matter of a few seconds or minutes for the most complex of reports.
Stephen Schneekloth, co–founder of TBW and head of systems, said: “The Blueberry Wave is delighted to be working with Sally Salon Services. Together we have demonstrated what can be achieved with an enlightened client and a dedicated and focused team of retail analysts and technical people”.
For more information, visit www.blueberrywave.co.uk