Through the pandemic, businesses were forced to adapt to online retailing to avoid falling behind their competitors and even risking complete closure. As a result, omnichannel retailing saw a substantial increase. From app-based selling solutions to social media and SMS marketing, brands who used more than three omnichannel strategies for the duration of the pandemic are now likely to see a 287% higher purchase rate than those using single-channel advertising. Sally Beauty, the world’s leading hair color brand with the largest haircare omnichannel experience, has allied with NielsenIQ, the leading retail measurement and customer analytics firm, to explore customer data and create new partnerships in the beauty and personal care industry.
NielsenIQ will be the predominant information source to Sally Beauty while creating a strategic data sharing and licensing program that grants manufacturers the ability to measure total online and offline sales, determining effective pricing and promotion plans. The partnership comes after Sally Beauty’s recent collaboration with Salesforce, which allowed Sally Beauty to respond to pandemic shortages, maintaining live visibility of store inventory to prevent customers from making purchases on out-of-stock items via buy now ship later, and instead notifying them when their desired items were back in stock.
The relationship between the two brands will include NielsenIQ’s merchandising solutions such as pricing and promotion tools, with the expectation to heavily increase collaborations throughout the omnichannel marketing landscape, closing analytical gaps between Sally Beauty and their product manufacturers.
“Consumers have increased their reliance on e-commerce whereby retailers and manufacturers can no longer operate without having a comprehensive, actionable view of their shoppers and consumption patterns,” said Tara James Taylor, SVP Beauty and Personal Care Vertical, NielsenIQ. “Our new relationship comes at a critical juncture with the beauty and personal care industry focused on consumer-led growth.”
“As Sally Beauty continues on our transformative journey and builds more strategic and collaborative partnerships with our manufacturers, we are thrilled to begin this new relationship with NielsenIQ and begin employing their comprehensive merchandising tools to facilitate retail success with business intelligence and real-time capabilities,” adds Pamela K. Kohn, Senior Vice President, Chief Merchandising Officer, Sally Beauty.
With more than $68 billion yearly beauty and personal care sales, NielsenIQ predicts enhancing its coverage of omnichannel beauty retailing through the collaboration will generate an additional $2 billion for their annual turnover.
