Case Study

How Sally Beauty turned its inactive base into 46% more revenue in CYBER

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.

BeautyChile

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CYBER+46%in revenue compared to the previous event

What We Achieved

+46%Revenue Increase at CYBER

+128%Orders from repeat customers

48%Of the revenue came from customers who had previously made a purchase

Introduction

One of the world's largest beauty chains

Sally Beauty has more than 5,000 stores in 13 countries. In South America, it operates in Chile and Peru, offering hair, skin, and nail care products from brands such as L’Oréal, Olaplex, Schwarzkopf, and Revlon.

On key dates like CYBER, all brands compete for attention. But what sets them apart isn’t just the discounts—it’s who receives them. Sally Beauty decided not to rely solely on new customers and instead focused on building loyalty among those who already knew the brand. To achieve this, they first had to understand them.

+5,000stores worldwide

13countries

Chile and Peruits operations in South America

Problem

Many new buyers, few returning customers

The team thought they knew their customers, but when they analyzed the transaction data with Data4Sales, they discovered some surprises. The pandemic had brought a flood of shoppers, but most of them had made only a single purchase.

“How can we grow our existing customer base instead of continuing to invest solely in attracting new customers?”

The answer lay in the data: how often they should make a purchase, which products they chose, how much they spent, and at what time of day. If a small portion of the customer base was generating all the revenue, what would happen if the rest were activated?

+80%of the buyers had only made one purchase

86%of the database was inactive

14%of the base generated all the revenue

Strategy

The Customer Lifecycle, Connected to VTEX

Sally Beauty connected its VTEX store to Data4Sales and activated the Customer Lifecycle Engine. This allowed it to identify which customers were active, inactive, making their first or second purchase, or ready to be reactivated.

Together with Felipe and his team, they set three key goals:

Understanding Where Revenue Actually Comes From on Special Occasions

Segment customers based on their behavior and lifetime value (LTV)

Determine which clients to invest more time and budget in

Front 01

Development and Revitalization

The customer base was segmented to send targeted offers and messages to each group. 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.

Front 02

Smart Procurement

Lookalike audiences were used based on high-value customers, not on volume. This attracted more like-minded people with greater potential for repeat purchases.

Results

The campaign was a resounding success

+46%

revenue

Regarding the previous event.

+128%

in orders

From repeat customers.

48%

of revenue

These were customers who had made purchases before. During the event, many customers made more than one purchase.

"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."

Sally Beauty Team

Testimonial

“With the right understanding of the data, we get to know and segment our customers. When key sales periods roll around, we work on developing buyers based on their day-to-day behavior.”

Felipe González, B2B & B2C eCommerce Manager, Sally Beauty

Success stories