Beauty
How Hairstory Drove Consumer and Affiliate Program Growth Through Interactive Live Shopping
22%
Purchase Rate
18%
Email CTR
5x
Higher ROI
Learn how Hairstory is using live shopping to educate, drive sales and create a new channel for B2B2C engagement and real-time interactive customer experiences for its consumers and hairdresser resellers.
About
Founded by former Bumble & Bumble executive Eli Halliwell, Hairstory aims to redefine everything about hair, from what products people use to how hairdressers sell their own products and engage with consumers. Hairstory has built an impressive network of over 2,500 hairdressers, delighting over 400,000 users with 50%+ subscription rate.
Challenge
Hairstory wanted to reach the next stage of its growth by reaching more hairdressers and engaging with its customers in a way that delivered better scale, conversion, and higher purchases, in a way that is both interactive and social. Hairstory tried Zoom, Instagram live, and Tiktok but the engagement and sales did not meet their expectations.
Solution
SocialChat enables Hairstory to fully leverage its unique B2B2C business model in creating a two-way interactive commerce channel that can engage and attract new hairdressers, educate and drive sales, all wrapped in a state-of-art platform white-label embedded in Hairstory’s website.
“SocialChat delivered a much higher commitment and conversion than TikTok, Facebook, and Instagram.”
- Eli Halliwell, co-founder, CEO, Hairstory
Strategy
Hairstory embeds the social experiences directly on their website via SocialChat. The SocialChat platform is entirely white-labeled, designed and customized to ensure it matches Hairstory’s branding. Users simply click on the ‘events’ tab to view and RSVP to live events without having to ever leave the website. After users RSVP, they start getting Hairstory’s onboarding emails to learn more about the products.
Hairstory shares the live streaming events via their website banners and social media presence. The brand also hosts events with hairdressers/influencers to drive users to RSVP on their social media and mailing list. SocialChat measures the effectiveness of each campaign and reports detailed analytics.
Some of the events are designed for hairdressers and encourage them to start carrying the products. With successful hairdressers sharing their wonderful experiences, the brand was able to get many new hairdressers to try their affiliate program, and convinced the existing affiliates to order more products. The content generated via the events then becomes fully re-usable by Hairstory in future campaigns as well.
“The conversion is very high in those hairdresser events, more than 10% participants purchased. It was very successful,”
- Eli Halliwell, co-founder, CEO, Hairstory
Customers also receive reminders if they miss the event, forget to checkout or show interest in some products. Hairstory partners with SocialChat to fully automate sending follow-up emails after events, allowing the content to be customized. These messages are not the same, they are really personalized to each individual customer.
The interactions that customers have with the host are also extracted automatically for Hairstory to promote the positive feedback and reviews on their website and social presence.
Results
Hairstory partnered with SocialChat in September 2021 and has since scaled up the number of live activations due to their success in bringing in new hairdressers and customers delivering higher engagement and higher purchases.
In a recent event, one of Hairstory’s hairdressers (Jenny, 133K followers) promoted the event to her customers. This event received 2,600+ RSVPs with 1,200+ new users, and 300+ purchases. Of the purchases, one third were from existing customers, one third were from completely new customers, and one third were from existing customers who bought entirely new products.
22%
Purchase Rate
18%
Email CTR
5x
Higher ROI