Campaigns to attract new customers are expensive. Sally Beauty decided to look inward, understand its own community and focus its strategy on those who already knew it. The result: more sales, more repeat business and a more profitable business.
Sally Beauty is one of the largest beauty chains in the world, with more than 5,000 stores in 13 countries. In South America, it operates in Chile and Peru, offering hair, skin and nail products under brands such as L'Oréal, Olaplex, Schwarzkopf and Revlon.
On key dates like CYBER, all brands compete for attention. But the difference is not only in the discounts, but in who receives them. Sally Beauty decided it didn't want to rely solely on new customers and decided to build loyalty with those who already knew it. And to do that, she first had to understand them.
Increased revenues
Recurring customer orders
Record sales
The team thought they knew their customers, but as they analyzed the transactional data with Data4Sales, surprises emerged. The pandemic had brought a flood of buyers... but more than 80% of them had only bought once. And worse: 86% of the base was inactive.
The answer was in the data. Knowing how often they should come back to shop, what products they were choosing, how much they were spending, and at what time of day. If 14% of the base was generating all the revenue... what would happen if the rest were activated?
They connected their VTEX store to Data4Sales and activated the Customer Lifecycle Machine. This allowed them to identify who was active, inactive, in first or second purchase, or ready to be reactivated.
The customer base was segmented to send targeted offers and messages to each group. For example, customers who had already purchased shampoo received campaigns to help them complete their routine. Everything was automated from Data4Sales to Klaviyo, Meta, and Google Ads.
Lookalike audiences were used based on high-value customers, not on volume. This attracted more like-minded people with greater potential for repeat purchases.
As the team itself says:
"It was not to stop acquiring, it was to acquire better. But above all, it was to stop ignoring the potential of those who already trusted us."
ROAS
Revenue Generated
Conversion rate
sales growth in the industry
purchases made at a discount
hyperpersonalized
via WhatsApp
Turnover vs. previous year
Growth in recurring customers
Attribution by WhatsApp
Conversion
WhatsApp sales attribution
Record sales
Increased revenues
Recurring customer orders
Record sales
Open rate
Click rate
Bounced rate
Costs in Meta
Opening rate
Reactivation
Retention
