STORES Convention Daily - 2018 Big Show Day 3 - 22

2018 TUESDAY

22

Disruption
Continued from page 14

time, helping to guide users to the right
hair color.
"We take answers from the quiz and
use them to serve customers the best
recommended shades," Errett says. The
user is offered the shade that's the best
match, along with an additional two or
three shades that would also likely give
the desired results.
Also disrupting how consumers
choose their hair shade is Madi, the brand's
color recognition chat bot. Customers take
a selfie with their mobile device, then mes-

senger or text it to Madi.
"The photo answers a number of
questions you would answer online," Errett says. A call center staffed by certified,
licensed colorists works alongside Madi.
"You can chat, have a phone call or email
with any of our color crew."
Using only a photo - analyzed by
Madi's algorithmic underpinnings or evaluated by Madison Reed's experienced team
of colorists - customers have new options
beyond staring at a box in the grocery store
as they search for their perfect hair color.

Secret No. 3: The where

Rather than being relegated to the
typical drug store shelves, Madison Reed

has embraced the web as a way to connect
customers with its products. Technology
and retail channels have come together to
offer consumers a wide range of choices
to fit their hair coloring needs, while also
giving them more choices about where
they purchase hair products and services.
But that presents a challenge, especially for hair color. "If you order a pair
of shoes and they don't fit, you might be
irritated but the risk is only that you'll need
to ship them back," Errett says. That risk
factor goes up exponentially when customers are worried about screwing up their hair.
Brand awareness is key to building
confidence among potential customers.
"We have to earn her trust," Errett says of

Just as Drybar offers
fast and convenient
blowouts, the Madison
Reed Color Bar gives
customers a place to
get their color touched
up without the hassle
of a full-on salon
appointment. Dubbed
the "root reboot," the
concept has been part
of the Madison Reed
strategy from the
beginning.
today's hair color customer. Companies
that focus only on digital channels may
not be discovered by as wide a range of
consumers. Partnerships with retail powerhouses such as Sephora and Ulta have
given Madison Reed an avenue to expose
customers to the brand's products in a
known, trusted environment.
That omnichannel approach - marrying the brand's online presence with its
availability in established retail outlets
and even its own bricks-and-mortar locations - increases customers' awareness of
Madison Reed's products and gives them
the opportunity to enjoy whichever type of
buying experience best suits them.

Bonus secret No. 4: Going viral

Copyright © 2017 Esri. All rights reserved.

WHERE ARE
YOUR BEST
CUSTOMERS?

Connecting with your best customers is
vital. With Esri's location intelligence
solutions, you can discover how to
achieve deeper customer engagement.
Come by booth #3883 for your free
assessment to see what The Science of
Where™ can tell you about both your
customers and your markets. Or set up a
meeting at go.esri.com/nrf.

892807_Esri.indd 1

12/14/17 12:56 PM

Just as Drybar offers fast and convenient blowouts, the Madison Reed
Color Bar gives customers a place to get
their color touched up without the hassle
of a full-on salon appointment. Dubbed
the "root reboot," the concept has been
part of the Madison Reed strategy from
the beginning. The first Color Bar, a
five-month pop-up in New York, went so
well that founder and CEO Amy Errett
says the company plans to open a full-time
color bar nearby.
Errett says a combination of factors drove the Color Bar disruption
plan. The marketplace is almost evenly
split between customers who favor the
do-it-yourself approach and those who
prefer going to a salon. Crossing both segments is a group of women who feel the
normal six-week span between colorings
is a little too long.
"Some of them just can't get to the
salon every three weeks," Errett says.
With the Color Bar, customers make
an appointment online and then come in for
a fast and affordable color treatment. "You
take the same 12-question quiz that you do
online, but you do it with a stylist who's
also color matching you," Errett says.
"Repeat business was crazy" during
the trial run, she says: 40 percent of women
who made an appointment purchased
another product, and 15 percent of customers became members and now receive
products delivered to them on a continuous basis. "It exceeded our expectations,"
Errett says.


http://go.esri.com/nrf

Table of Contents for the Digital Edition of STORES Convention Daily - 2018 Big Show Day 3

STORES Convention Daily - 2018 Big Show Day 3 - 1
STORES Convention Daily - 2018 Big Show Day 3 - 2
STORES Convention Daily - 2018 Big Show Day 3 - 3
STORES Convention Daily - 2018 Big Show Day 3 - 4
STORES Convention Daily - 2018 Big Show Day 3 - 5
STORES Convention Daily - 2018 Big Show Day 3 - 6
STORES Convention Daily - 2018 Big Show Day 3 - 7
STORES Convention Daily - 2018 Big Show Day 3 - 8
STORES Convention Daily - 2018 Big Show Day 3 - 9
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STORES Convention Daily - 2018 Big Show Day 3 - 32
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