Australian hair and beauty ecommerce business OZ Hair & Beauty today announced a partnership with Emarsys, the only omnichannel customer engagement platform built to accelerate business outcomes, to deliver true 1:1 customer personalisation across all channels and devices to increase omnichannel engagement, retention and loyalty.
By integrating Emarsys’ customer data platform (CDP) with its existing ecommerce platform, Shopify Plus, OZ Hair & Beauty plans to eliminate silos and unify customer data to drive more intelligent omnichannel engagement. Emarsys’ marketer-friendly artificial intelligence will enable OZ Hair & Beauty to use this data to serve relevant and engaging content, at the right time and in the right channel, to capture new customers and build loyalty among existing customers. OZ Hair & Beauty has also elected to use Emarsys Loyalty to improve customer retention and lifetime value by rewarding customers at every stage of their journey with more personalised omnichannel experiences.
OZ Hair & Beauty managing director Anthony Nappa said: “OZ Hair & Beauty was born from a hairdressing salon started by my parents. From the get-go, our customer experience has set us apart. However, as we’ve rapidly grown, especially with COVID-19, we realised we needed help to retain and improve the customer experience shoppers have come to expect from us.
“The beauty industry has been hit particularly hard by COVID-19 restrictions, but it’s been encouraging to see how our customers have responded. Consumers turn to hair and beauty services to feel good and this hasn’t stopped as a result of the pandemic. In fact, we’ve seen a surge in new customers.”
According to Covid-19 Commerce Insight, a joint project between Emarsys and data analytics provider GoodData, nearly half of online sales for brands in March were driven by “new customers” thanks to COVID-19. This was a key driver for OZ Hair & Beauty to look for a new omnichannel customer engagement platform.
“The challenge for us is maintaining our growth trajectory. How should we divide our time between acquiring new customers and marketing to our existing customer base? How can we create brand loyalists, especially once this pandemic is over? The partnership with Emarsys will help us address these questions and seize the opportunity COVID-19 has presented to build loyal, long-lasting customer relationships through personalisation.”
Emarsys managing director APAC Adam Ioakim commented: “It’s more important than ever to be able to quickly distinguish new customers from loyal ones. Our partnership will help the OZ Hair & Beauty team analyse their customer base to quickly determine who’s new and who’s loyal to deliver the most targeted, personalised customer experience possible. Coupled with their fantastic customer service, we look forward to seeing how they can grow their business and share meaningful content with their customers to increase loyalty”.
The Emarsys solution replaces Klaviyo, Swell Rewards and Nosto.