Regis' strategic eCommerce partnership with IDHL

Looking to boost online performance and business growth across their 130 UK salons, Regis wanted a proactive, collaborative and consultancy-based agency to partner with.

Business growth was at the forefront, marking a long-term partnership between Regis and IDHL that would speed up development and improve their overall site quality. Operating on Magento 1, extensive development work was needed to hit Regis’ financial targets and create a streamlined UX.

Regis have two audiences, online and in-store. These differing personas needed to be translated to create a unified brand experience across both channels. Attention to product merchandising played a key role in improving UX. The product page was redesigned, USPs were highlighted across the site including discounts, free delivery and Regis’ click and collect service, and the navigation bar was modified to better promote ‘Salons’ and ‘Services’, encouraging in-store footfall.

Building trust, Feefo was integrated to pull through customer reviews and reinforce Regis’ outstanding reputation. Adding flexibility to the checkout process, smooth payments partner, Klarna, was integrated. Together, these feature improvements empower customer engagement across each touchpoint.

Data collection was fundamental to business growth with Regis’ subscriber database hit hard by GDPR. Driving the strategy to boost their database, we made sure Google Analytics reporting was optimised, analysed user behaviour, and implemented Wisepops to promote discount incentives designed to capture email addresses to feed into effective email marketing using dotdigital.

Integral to maximising sales opportunity, data sources were leveraged to craft Black Friday deals. Wisepops was used to capture data on the run up to Black Friday, teasing upcoming offers. Product bundles and promotions were recommended, and a customer journey was designed considering UX and use of onsite banners.

"“Our partnership with IDHL has been integral to Regis’ growth plan over the last 18 months. Their dedicated team have helped us deliver substantial business and financial growth through strategic site optimisation and customer engagement. Working closely with their in-house eCommerce Strategist, IDHL have implemented a series of bespoke iterative improvements which have improved lead generation, user journeys and more than doubled our email database. We look forward to continuing our partnership with IDHL.”“

Richard Thorneycroft, eCommerce and Digital Platform Manager, Regis