Styling Out A Global Pandemic

Client: Sally Beauty & Salon Services

QueryClick & Sally collaborated to create & implement a content strategy that delivered increased traffic and revenue as well as establishing Sally as a trusted industry advisor. With shifting behaviour patterns and an unreliable supply chain throughout the pandemic, QueryClick needed an approach that demonstrated adaptability to the changing landscape.

Rather than be led by historic sales and seasonality data we decided to use a combination of real time onsite behaviour and third-party data sources to determine and prioritise our content strategy. In collaboration with the Sally team we dissected data from social media engagement, customer service feedback, keyword research, stock & sales data and organic ranking data to identify customer pain points that could be targeted with content. The combination of different data sources quickly highlighted areas where Sally needed a voice and enabled QueryClick to create content that lived Salon Services’ brand values of putting customers at the heart of everything and having a bias for action. Outcomes: Salon Services H1 (YoY) •Organic sessions 2,420,094, (+93%) •New organic users 1,300,952, (+128%) •Organic revenue £4,874,937.86, (95%) •Optimised category pages saw a 217.6% YoY increase in organic revenue across the following 6-month period. The incredible results speak for themselves. QueryClick’s ability to adapt to a changing landscape and integration of multiple data sources enabled us to define a content strategy that absolutely delivered on KPIs.