These days we hear a lot about reaching the right consumer in the right place at the right time. While this is simpler in concept than in execution, Redken made it happen by forging personalized connections exactly where their customers were — the brand leveraged a Blue Bite-powered digital experience to engage consumers in salons.
Did it work? Yes.
The brand saw an activation rate of 40%, meaning that more than one in three customers that visited salons interacted with the experience. Additionally, the average time spent in the experience was 3:34 minutes
Redken products are a fixture in salons across the globe; providing professional guidance directly to consumers making purchase decisions in these salons was key to differentiating the brand’s products and establishing more engaging connections.
"We wanted to bridge the gap between brand and consumer and deliver the best personalized prescription directly to them in the palm of their hands."
The brand installed NFC tags on wireless chargers in salons. Consumers who scanned these tags launched a Redken-created, award-winning dynamic digital experience that provided insights into the best product for them.
It’s the perfect example of reaching consumers where they are with the information they need.
Consumers engaged with the Blue Bite-powered mobile experience after the scan, which starts by asking a simple question about the salon visit: "Are you here for hair color, highlights or gloss?" Subsequent questions drill down to the specifics of the visit and, in the end, offer a “Personalized Prescription”: the perfect Redken product to maintain and complement the very hair service the consumer is having in the salon.
It’s a simple way to see how better engagement can lead to sales.
But the engagement doesn’t stop there. Because Blue Bite-powered experiences are contextual based on the product, the consumer sees step-by-step instructions on how to use the exact recommended product. This encourages consumers to revisit the experience after they’ve left the salon and build a long-term connection with the brand.
Brand Value through Connectivity
Related product recommendations, product videos and more found in the digital experience keep the consumer coming back long after they’ve left the salon. A connection that started by providing brand value in a salon becomes a new one-to-one connection between Redken and consumers that continues long after the trip to the stylist.
One of the biggest obstacles to personalizing consumer connections today is the amount of time and other resources required, particularly for large brands with a large number of products and customers. Blue Bite solves this with inherently personalized, contextual experience that can be built and maintained easily.
Redken’s digital experiences were developed and maintained by an in-house team using the Blue Bite Studio and Dashboard. The experiences allow a wide variety of customization based on consumer inputs and specific products, without the need to build thousands of individual webpages.
Another perk is that this information is provided directly to consumers with no need to print brochures or other materials to distribute to salons that waste resources and eventually get thrown away.
Also explore our case study of how a different Redken experience was installed directly on packaging to connect with consumers in-home.
These two different use cases illustrate how, even in varied location types, Redken is able to forge personal connections with consumers that last far beyond the initial interaction. And consumers responded.